Sports streaming service DAZN has reached an agreement with Discovery to distribute Eurosport 1 HD and Eurosport 2 HD and to sublicence live Bundesliga matches in certain territories.
From August 1, DAZN subscribers in Spain and Italy will be able to access the channels through the Over-the-Top (OTT) platform, while users in Germany and Austria will not only get Eurosport but 45 live Bundesliga games a season.
Bundesliga coverage begins with the DFL SuperCup between Bayern Munich and Borussia Dortmund on August 3, with the majority of matches shown on Friday nights. Other games will be broadcast on Sundays and Mondays, while four relegation play-off matches will be shown.
DAZN content varies from market-to-market but generally includes a mixture of UEFA Champions League and top-flight European soccer, alongside U.S. Sports leagues like the NFL, and international boxing.
It wants to be the “Netflix of sports” by offering flexibility and mobility. DAZN has a subscription-based model, but this can be paused if you go on holiday–a far cry from the 12 to 18-month contracts imposed by traditional broadcasting giants. It bypasses traditional platforms such as cable and satellite to reach consumers directly on the device of their choice.
Meanwhile, Eurosport is one of the most famous names in European broadcasting, showing a mixture of sports on free-to-air (FTA) TV and Pay-TV across the continent. It broadcasts everything from the Tour de France and Grand Slam Tennis, to World Championships in athletics and winter sports. It is also the official broadcaster of the Olympic Games for virtually the entire continent.
The partnership expands the reach of Eurosport’s channels–something that has been a priority for Discovery since it acquired the properties–and adds more value to a DAZN subscription. It is thought that DAZN will pay a carriage fee for the channels, similar to the one paid conventional cable and satellite platforms.
Exposure and defragmentation
DAZN believes that by offering Eurosport on its platform, it can alleviate subscription fatigue and reduce fragmentation in the market.
“This deal underlines our commitment to providing the biggest and best sports action to fans in an accessible and affordable way, while rewarding rights holders for integrating their content on our market-leading platform,” declared John Gleasure, chief business development officer at DAZN Group.
DAZN subscribers will also get access to Eurosport’s on-demand content, but not the Eurosport Player. Discovery plans to develop the Eurosport Player as a separate, premium product for viewers who want more coverage of major events.
For example, at this year’s Roland-Garros, Eurosport Player broadcast more than 600 matches and 250 hours of coverage. This comprehensive approach saw online and mobile streaming increase by nearly a third (31%), with viewing time increasing by 45%.
Greater availability and consumption of Eurosport content not only results in more subscription and advertising revenue, but it also highlights the importance of the broadcaster’s pan-European presence to rightsholders who are seeking to gain more exposure.
Indeed, Eurosport is already available through Amazon Prime’s “Channels” service in some countries.
“We are delighted to enter this partnership that expands the distribution of Eurosport’s channels in four European markets,” said James Gibbons, head of commercial development, EMEA, at Discovery.
“We always look for new partners that help get our brands and content to more fans. In parallel we will continue to develop and market our all-access multi-sport OTT service—Eurosport Player—for fans who want a deeper experience.”