DAZN and Nike in German content partnership at Women's World Cup
Nike has teamed up with the German arm of DAZN, the international over-the-top sports streaming service, to generate content relating to players sponsored by the US sportswear giant at the ongoing Fifa Women’s World Cup.
DAZN is showing 26 live matches from the tournament taking place in France, including all of those involving the German national team.
Nine members of the German squad have endorsement deals with Nike, and will feature in advertising and interviews on DAZN.
However, the German team kit is supplied by rival Adidas, which is also a top-tier ‘Fifa Partner’.
The new tie-up comes after DAZN Media, the global media partnerships arm of DAZN Group, this year launched DAZN Dynamics, a software suite that allows brands to deliver relevant, tailored advertising to audiences.
The suite, powered by Opta, the sports data firm, and produced in association with Adform, an advertising platform, claims to incorporate real-time sports data as well as in-play visualisations into created ads.
DAZN acquired rights to the 2019 Women's World Cup in a sub-licensing deal with SportA, the agency that controls the sports rights of German public-service broadcasters ARD and ZDF.
ARD and ZDF are the main rights-holders, and are together showing all 52 matches live, either on linear television or online.