Belgian football fans are on the brink of a significant shift in how they watch their favourite sport. The Jupiler Pro League (JPL) matches, which have been a staple on traditional television, may soon be exclusively available via streaming platform DAZN. This change is set to take effect from Friday 25 July, marking the beginning of the new season.
DAZN has recently concluded negotiations with major telecom providers Telenet and Proximus without reaching an agreement. This development comes after DAZN secured broadcasting rights to Belgian professional football until 2030 and had been in discussions to sublicense these rights to local providers.
In previous seasons, fans could enjoy matches aired on traditional TV platforms such as Telenet, Proximus, Orange and VOO. However, this time around, talks fell through due to disagreements over pricing demands.
High pricing demands and changing viewing habits
Telenet and Proximus found DAZN’s pricing demands too steep. These telecom giants are grappling with increasing pressure to cut costs while also adapting to changing viewer habits. A growing number of customers are cancelling their traditional TV bundles in favour of streaming services - a trend that seems set only to accelerate.
Despite this setback in negotiations, industry insiders suggest that there might still be room for a last-minute deal between DAZN and the telecom providers. While DAZN maintains its openness for future talks, it is currently moving forward with its streaming-only strategy.
For ardent followers of JPL matches who rely on standard TV broadcasts will need now need a subscription-based access via the DAZN app instead. All live matches along with highlights and replays will only be accessible through this app which can be installed on smartphones, tablets, smart TVs, laptops and streaming devices such as Chromecast and Apple TV.
Limited coverage outside DAZN
Currently, there is no deal in place with broadcasters VRT or VTM to show match footage or highlights in news programmes. This means that for now, coverage outside DAZN will be limited to live text updates and radio/TV commentary.
The shift from traditional TV broadcasts to exclusive streaming represents a significant change for Belgian football fans. As the new season kicks off on 25 July, it remains to be seen how this transition will impact viewership numbers and fan engagement with JPL matches.
