Soccer-heavy DAZN goes fully live in Brazil for under $10 per month
By Simon Ward
DAZN, the international over-the-top streaming platform, officially launched its service in Brazil today, which has a strong focus on the country’s most popular sport soccer, and is intended to be “affordable”, with a price point of under $10 per month.
The service has been offering live soccer on social media platforms in recent months, but has now gone fully live and is available on televisions, streaming devices, smartphones, PCs and games consoles in the South American country, its ninth market overall.
As previously revealed, the premium live rights include soccer’s Copa Sudamericana, South America’s second-tier clubs competition, Brazil’s third-tier Campeonato Brasileiro Serie C, Italy’s Serie A, Serie B and the Supercoppa Italiana, England’s FA Cup and France’s Ligue 1, Ligue 2 and Coupe de France.
There will also be live coverage of North America’s Major League Soccer, Japan’s J-League and the Africa Cup of Nations.
There is no high-level Brazilian soccer, with rights to the clubs in the top-tier Campeonato Brasileiro Serie A tied up by Globo, the commercial broadcasting giant, and Turner Latin America, an arm of the USA-based media giant, as far as 2024.
This is reflected in the relatively low cost of R$37.90 ($9.56) per month, with other incentives for sports fans including a one-month free trial and no contract, and DAZN is thought likely to target Brazilian rights to other European soccer competitions, possibly including the Uefa Champions League, in the coming years.
By comparison, the DAZN service in USA now costs $19.99 per month, double the $9.99 at launch last year, although there is a more cost-effective annual pass, priced at $99.99.
The other content on DAZN’s Brazilian service will include women’s WTA tennis, European basketball’s EuroLeague and British basketball, US motor racing’s IndyCar Series and various combat sports series, including Matchroom Boxing events, the Professional Fighters League and Glory Kickboxing.
In an attempt to compete with established pay-TV sports broadcasters, it has hired a team of more than 30 Brazilian presenters, commentators and analysts, as well as producers and influencers.
The operation is headed up by Bruno Rocha, as executive vice-president, Brazil, and until now chief commercial officer of DAZN’s sister company Perform Content.
He said on Thursday: “We are excited and committed to bringing the best possible content to our affordable and flexible service for Brazilian sport fans. The passion that Brazilians have for sport is second to none, so it makes perfect sense that we bring our sports streaming service to the country.
“Football features heavily in our offering, and it’s our aim to overlay all kinds of premium sports to create an unrivalled offering. Ultimately, our goal is simple; to bring fans the best viewing experience with our intuitive platform, a varied premium sports portfolio at an affordable price.”
The DAZN OTT service was launched by Perform in Japan, Germany, Austria and Switzerland in 2016, and expanded to Canada in 2017, to Italy and USA in the second half of last year and to Spain earlier this year.
John Skipper, the executive chairman of DAZN Group, said: “Going live in Brazil is the latest milestone in the DAZN journey, marking our ninth market across four continents. We’re excited to be at the forefront of this moment as streaming becomes the preferred way to consume the most valuable content in the world, premium live sports.”