DAZN Group, the international digital sports media company, has today announced the launch of its new innovation hub, DAZN X.

The hub was created following DAZN Group’s acquisition of Israel-based video streaming innovation company Texel.

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DAZN X will operate as a global business unit across all of DAZN’s core markets, including the UK, US, Germany, Italy, Japan and Brazil.

The entire Texel team, in which there are 50 people, will join DAZN X to work alongside DAZN’s existing technology and product teams.

DAZN X will focus on developing interactive and engaging content layers for fans as part of DAZN’s sports streaming service.

DAZN said the Texel acquisition will “fast track its ability to take the fan experience to the next level.”

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Subscribers to the OTT platform will have access to new interactive tools and be able to talk, share, shop and play with friends and communities while live streaming sports content.

Shay Segev, DAZN co-chief executive, said of the deal: “We are here to revolutionise the sports viewing experience by making it more exciting, more sociable and engaging. Our acquisition of Texel and the launch of DAZN X significantly accelerates our strategy.”

Amir Segev, chief executive and co-founder of Texel, added: “DAZN shares our vision of redefining the viewer experience by providing richer, more relevant and interactive content. We are immensely motivated as we join the team at DAZN to innovate and reshape sports viewing for the better.”