DAZN, the sports streaming platform, has launched an innovative partnership with McDonald's in France to increase viewership of domestic soccer’s top-tier Ligue 1 matches. The collaboration offers a three-month subscription to watch Ligue 1 games for customers who purchase a meal from the fast-food chain.
The offer is available for the first 120,000 customers who buy a meal worth €14.15 ($15.33) from a dedicated Ligue 1 menu on McDo+, McDonald’s delivery app in France. After purchasing their meal, customers will receive a code granting them access to a free three-month subscription on DAZN.
Currently, watching Ligue 1 matches on DAZN costs €39.99 per month in France or €14.99 per single match. However, there is also an option for younger fans under the age of 26 who can enjoy discounted pricing at just €10 per month.
Strategic move amid rights negotiation struggles
This latest initiative by DAZN aims at improving viewership numbers amid ongoing struggles with rights negotiations involving the French Professional Football League (LFP). Despite its ambitious target of attracting 1.5 million subscribers, so far only around 400,000 have signed up - making it challenging for DAZN to recoup its annual investment of €375 million used to secure rights for eight out of nine weekly Ligue 1 fixtures.
DAZN shares these domestic broadcasting rights with pay-TV broadcaster BeIN Sports which holds exclusive rights to one game each weekend.
Resolving disputes and overcoming challenges
Earlier this year saw tensions rise between DAZN and league organizer LFP over unpaid broadcasting fees leading both parties into mediation by the Paris Economic Activities Tribunal. DAZN had initially withheld the funds in January, citing challenging operational conditions, including piracy issues and lack of cooperation from certain clubs in promoting Ligue 1 and providing editorial content.
However, by late February, DAZN settled its obligations by paying the outstanding amount for its January media rights fee.
This strategic partnership between DAZN and McDonald's represents a unique approach to boosting viewership numbers while offering value to sports fans. It remains to be seen how this move will impact subscription numbers and whether it will help resolve ongoing struggles with rights negotiations.
