Global sports-focused OTT streaming service, DAZN, has announced the appointment of seasoned business executive Adam Knappy as its new Chief Marketing and Customer Officer. This move comes ahead of a significant opportunity for the company - the upcoming FIFA Club World Cup soccer competition.
Knappy joins DAZN from UK-based e-commerce business THG where he served for over 13 years. He started his journey at THG as a commercial analyst in 2011 and climbed through the ranks to eventually become Group Chief Marketing Officer and Chief Executive of its media division in August 2022.
DAZN chief executive, Shay Segev, said:
“DAZN is at a critical inflection point, with bold ambitions to become the global home of sport.
“Adam’s expertise in multi-sector, high-growth marketing will be instrumental in scaling our customer base and maximising the impact of major global events. His appointment underlines our commitment to attracting top-tier talent to drive our next phase of growth.”
In his new role at DAZN, Knappy will oversee all aspects of marketing within the group, including customer engagement with a particular emphasis on customer acquisition.
Pivotal time for DAZN
DAZN has identified the coming months as crucial for their business. The company is set to be the global free-to-air broadcaster for FIFA's Club World Cup soccer competition. This presents an excellent opportunity for Knappy to convert free memberships into paid subscriptions - a necessary step if DAZN is to combat its continued hefty loss-making.
Despite owner Len Blavatnik investing $6.7 billion into the company, it reported a pre-tax loss of $1.43 billion in FY2023 (a growth from $1.2 billion loss in FY2022). However, there was also an increase in revenue year-on-year from $2.19 billion to $2.86 billion. The rights to broadcast the Club World Cup alone are reportedly worth close to $1 billion which could potentially boost subscriber numbers and revenues significantly.
Adam Knappy's appointment comes at a critical juncture for DAZN. His experience and expertise will be instrumental in navigating through these challenges and capitalizing on opportunities such as the FIFA Club World Cup. It remains to be seen how this strategic move will shape the future of DAZN.
