DAZN expects its NFL Game Pass product to repeat the successes of 2023, with the 2024 NFL season set to commence today (5 September).
The OTT sports streaming firm launched NFL Game Pass for the 2023 campaign under a 10-year agreement with the NFL. The company projects continued engagement with the product going into the new season.
According to DAZN, Game Pass supported increased engagement for the NFL during the 2023 campaign. The Super Bowl LVII viewership increased 61% year-over-year, the firm states, whilst NFL Game Pass subscribers grew 30%.
Sameer Pabari, Managing Director of International Media at the NFL, said: “Season one of our partnership with DAZN saw a shared ambition to bring the very best of the NFL to global audiences.
“We look forward to season two and continuing to accelerate collective efforts to take the game to new audiences and drive global fan growth in new and innovative ways.”
DAZN hopes to maximise engagement with the product in 2024 in a number of ways. These include enhanced coverage via documentaries, highlights reels and widespread coverage including content from the 2024 International Games as well as Super Bowl LIX, NFL RedZone, NFL Network and NFL Originals.
The company distributes NFL Game Pass to more than 200 territories, with viewers able to purchase either a standalone product or an add-on to an existing subscription. The firm’s focus on international football is interesting given the NFL’s renewed focus on international fixtures of late.
London has hosted NFL games annually for many years, and an expansion franchise in the UK is often discussed as a possibility – though it still appears to be some way away for now. The NFL has also found itself turning to other lucrative territories, with Brazil set to host an NFL game for the first time tomorrow (6 September).
For DAZN, the inclusion of NFL content adds to an already impressive sporting roster the firm has built up over the years. The company’s tournament partners include Spain’s La Liga, Germany’s Bundesliga and England’s Premier League, all three distributed internationally outside the home markets, but also domestic rights to Italy’s Serie A, the English National League and France’s Ligue 1.
Shay Segev, CEO at DAZN Group, added: “After an immensely successful first season working together, DAZN’s partnership with the NFL has surpassed expectations. DAZN is helping the NFL grow its international reach, expand its fan base and deliver an unparalleled out-of-stadium entertainment experience.
“Continuously changing the game, DAZN will offer NFL fans a huge variety of content and features to make this another unforgettable season, keeping fans engaged and entertained, and attracting new supporters to the thrilling world of the NFL.”
