**Jake Pollard’s Insight on DAZN’s Strategic Moves and Challenges**
Jake Pollard reports on DAZN’s unexpected agreements with FIFA, a global sports streaming service facing difficulties attracting Ligue 1 viewers, affecting the betting industry.
The renowned sports streaming platform, DAZN, has made headlines once again with its significant investment in a reported €1 billion deal with FIFA to broadcast the newly expanded Club World Cup (CWC) worldwide in 2025.
The hefty €1 billion price tag, particularly for a free-to-view format, surprised many, especially considering FIFA’s struggles to sell the club competition rights in the U.S., where Fox reportedly offered a mere $10 million.
Speculation arose about a possible influence from DAZN’s rumored Saudi stakeholders. However, the Saudi Public Investment Fund publicly denied any investment talks and refrained from commenting on potential ties to the CWC deal.
Acquiring the CWC rights demonstrates DAZN’s commitment to heavily investing in global sports broadcasting. However, this ambition has sparked questions about the long-term profitability, especially given the company reported an operating loss exceeding $1 billion for 2022.
In France, DAZN faces challenges in attracting subscribers. Lengthy negotiations over Ligue 1 rights were unfavorable, with one industry insider commenting that the ordeal “has been disastrous for French football.”
Consequently, DAZN’s service hasn’t gained significant traction among fans, leading to rampant illegal streaming of matches.
**Impact on French Sports Betting**
The woes of DAZN’s offerings in France, including not securing rights for the 5 PM Saturday match, have been compounded by high subscription costs, fostering dissatisfaction.
Recent findings from an Odoxa poll of over 1,000 French football enthusiasts revealed that 54% said restricted game access lessened their interest in watching Ligue 1, a situation affecting the sports betting sector in France.
Ligue 1’s importance to betting activities is evident, with another industry expert revealing to Gaming&Co that DAZN’s limited presence led to “reduced engagement with France’s leading football league, while interaction with the English Premier League and Spain’s La Liga has risen.”
An additional source noted that “betting on Ligue 1 has declined, whereas stakes for other European competitions are growing.” They also mentioned a drop in radio audiences for Ligue 1.
The situation further deteriorated with Kylian Mbappé’s move from Paris Saint Germain (PSG) to Real Madrid this summer. The French icon’s influence alone drew viewers to Ligue 1.
Rumors suggest DAZN might introduce DAZN Bet in France, signaling a continued commitment to integrating sports streaming and betting, a strategy they’ve implemented in the UK and Germany.
**Potential Early Withdrawal**
Although DAZN guards subscriber figures, rumors suggest it has slightly over 100,000 paying members—a claim the company refutes—far short of its initial goal of 500,000. The substantial €50 million incentive for reaching 1.5 million subscribers also seems distant, fueling speculation about exiting the market after just one year.
While DAZN’s CWC deal underscores its global ambitions, its experience in France highlights the complexities of aligning ambitious projects with local market conditions.