Global streaming service DAZN continues its sublicensing spree with a new deal with Italian commercial broadcaster, Mediaset. This agreement will allow soccer fans in Italy to watch the revamped Club World Cup (CWC) club competition.
Under this agreement, Mediaset will broadcast one match per day from the US-based tournament free-to-air. The selection of matches will be from the best fixtures scheduled during evening slots. This means that sports fans can enjoy some of the most exciting games without any subscription fees.
Stefano Azzi, CEO of DAZN in Italy, said:
“The partnership signed with Mediaset is part of the broader distribution strategy developed at a global level. We are happy to have chosen Mediaset as a strategic partner by renewing and expanding a successful synergy already consolidated in Italy.”
Collaboration on cross-promotion and marketing
In addition to broadcasting matches, both parties have agreed to collaborate on cross-promotion, marketing, and advertising sales. This collaboration aims at boosting viewership numbers while also promoting both brands.
Mediaset is also set to provide editorial coverage of the Club World Cup matches through its news and sports programs. This ensures that fans are kept up-to-date with all developments surrounding their favorite teams and players.
The CWC will feature two top-tier Italian teams – Juventus and Inter Milan – giving local fans more reason to tune into these broadcasts. DAZN secured exclusive global rights to broadcast the CWC last December for around $1 billion. The tournament is set to take place across June and July in various locations across America.
Recouping investment through sublicensing deals
While DAZN plans on showing all 63 games for free via its OTT platform, it has been striking sublicensing deals in key markets recently as a strategy to recoup some of its large investment. Earlier this week, TNT Sports network signed a deal with DAZN which allows them to show 24 games across America. In addition, Spanish language media group TelevisaUnivision has an agreement in place allowing them access to 18 matches across its Univision, UniMás, and TUDN platforms.
The CWC is set to kick off on June 14 at Hard Rock Stadium in Miami. It features the top 32 clubs globally, playing a total of 63 matches over a span of 29 days. The tournament will feature teams from all continental governing bodies except for the Oceania Football Confederation (OFC). Europe’s UEFA will have the most representation with twelve teams including Chelsea, Real Madrid, Manchester City, Bayern Munich among others.
DAZN's agreement with Mediaset expands an existing relationship between the two parties in Italy. They already have an ad sales deal for DAZN’s coverage of Serie A running through till the end of season 2028-29. This new sublicensing deal not only provides Italian fans with more access to their favorite sport but also strengthens ties between DAZN and Mediaset while promoting soccer viewership in Italy.
