DAZN has reported strong consumer engagement with its NFL Game Pass product at a time when America’s biggest sports tournament is eyeing up a wider global audience.
The OTT sports streaming platform revealed this week that NFL Game Pass subscriber numbers have grown 23% year-on-year, while the number of free users grew 47% YoY by the time of Super Bowl LIX.
NFL Game Pass is the NFL’s flagship product for overseas fans, effectively functioning as the international version of its NFL+ OTT streaming service. Launched in 2006, the NFL passed the distribution rights for NFL Game Pass to DAZN in 2023 in a 10 year deal.
NFL Commissioner Roger Goodell said: “The NFL’s media distribution strategy has long been a key part of our growth and success. As we look to become a global brand, providing fans around the world access to our games is incredibly important.
“In just two years as our Game Pass partner, DAZN has brought first-class technology and innovation to the product, providing a better viewing experience for our fans and helping to grow our game.”
The NFL is the most valuable league in the world and the second most followed tournament in the US, followed by the NBA. With a huge following and lucrative revenue streams in the US, the league has been turning its attention overseas.
The International Series are the crux of this, having been held in London since 2007. Games have also been held in Mexico since 2016, and Germany since 2022, while a game was held in Brazil last year with another planned for 2025 alongside fixtures in Dublin, Ireland and Madrid, Spain.
DAZN has secured a prominent partner in the NFL and its Game Pass streaming proposition as the league steps up its international activity. It is also indicative of the popularity of Game Pass products, with similar international offerings maintained by the NBA, PGA Tour and UFC.
Shay Segev, DAZN CEO, said: “DAZN is proud to partner with the NFL and support one of the world’s largest sports properties in reaching new audiences internationally.
“DAZN continues to elevate the NFL Game Pass experience, launching features and enhancing the viewing experience with every year of our long-term collaboration.
“We are excited to celebrate the culmination of a successful second season of our partnership, where we’ve brought the drama and passion of NFL action to even more fans around the world.”
