Global sports-focused OTT streaming service DAZN has appointed experienced business executive Adam Knappy to the role of chief marketing and customer officer.
Knappy joins DAZN for UK-based e-commerce business THG where he had served for over 13 years, joining as a commercial analyst in 2011 before rising through the ranks to eventually become group chief marketing officer and the chief executive of its media division in August 2022.
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In his new role, Knappy will oversee the totality of DAZN Group’s marketing, including customer engagement, with a focus on customer acquisition.
DAZN has highlighted the coming months as “pivotal” for the business ahead of the upcoming FIFA Club World Cup soccer competition, for which DAZN is the global free-to-air broadcaster, presenting a chance for Knappy to look to turn free memberships into paid subscriptions.
Speaking on his appointment DAZN chief executive Shay Segev stated: “DAZN is at a critical inflection point, with bold ambitions to become the global home of sport.
“Adam’s expertise in multi-sector, high-growth marketing will be instrumental in scaling our customer base and maximising the impact of major global events. His appointment underlines our commitment to attracting top-tier talent to drive our next phase of growth.”
Knappy himself added: “With the FIFA Club World Cup on the horizon, we have a unique opportunity to showcase DAZN to millions of new fans around the world. The challenge of accelerating the platform’s customer growth at such an exciting time is one I can’t wait to take on.”
This paid subscriber growth will be necessary if DAZN is to combat its continued hefty lossmaking.
DAZN owner Len Blavatnik has pumped $6.7 billion into the company but in the 2023 financial year the service made a pre-tax loss of $1.43 billion (a growth from the loss of $1.2 billion in 2022) despite a growth in revenue year-on-year from $2.19 billion to $2.86 billion.
The rights to the Club World Cup alone are reportedly worth close to $1 billion.
