At face value, the decision by DAZN to enter into a resale agreement with a Pay-TV operator and to launch a linear channel is a strange move. After all, the sports streaming service prides itself on its disruptive direct-to-consumer (D2C) model and once had the ambition of being ‘Netflix for Sports’.
But these days, DAZN is more pragmatic. The company’s rapid expansion has been tempered by the impacts of Coronavirus and after restructuring and refinancing, there is a focus on doubling down in key markets and launching the long-awaited international service.
Germany is now arguably DAZN’s most important territory after major rights wins for Bundesliga and UEFA Champions League Soccer. However, many sports fans are