DAZN
THE BRIEF
DAZN had a bold goal for 2020: to rule the sports streaming world. But there was a problem: a global pandemic. How did they make it happen? With our help. We spread the word about their massive expansion from nine to 200+ countries and territories. We built a vast media list, and with some good ‘ol PR hustle, DAZN became the first truly global sports streaming platform.
THE BRAND
DAZN’s brand roars with confidence, oozes innovation, and fuels excitement. As a disruptor in the sports world, it embraces its role in redefining the fan experience. From pitches to media and awards, we infused every communication with the passion of true fans, showcasing its authentic prowess.
UEFA WOMEN’S CHAMPIONS LEAUGE
We helped DAZN announce one of the most innovative rights deals it has ever secured – being selected as the new global broadcaster of the UEFA Women’s Champions League.
What’s more, DAZN entered into a transformative partnership with YouTube to make the competition live and free worldwide. The move marked the first time the competition was centralized globally – rather than scattered across various local broadcasters and club channels.
THE CREATIVE
DAZN’s YouTube channel for the UEFA Women’s Champions League launched with a powerful anthem, “We All Rise With More Eyes” that showed how more eyes can lift the women’s game to new levels. The campaign made headlines around the world, from The Athletic to The New York Times and SB Nation, with over 2k stories in 70+ markets in the first week.
From October to December 2021, the group stage of the first season captivated fans from 216 countries and territories on YouTube. They racked up more than 14 million views, 2.3 million hours, and 137k subscribers.
GRAPHICS
The campaign made a splash in the first week, with 5.6M impressions, stealing the spotlight from a men’s competition — The Euros — as top talent and clubs worldwide shared the anthem.
BOXING
No other sport has helped propel DAZN to worldwide recognition like boxing. And, while we amplified fights involving the biggest superstars of the sweet science – from Anthony Joshua and Katie Taylor to GGG – no other of its events had dominated the boxing scene quite like when Canelo Alvarez unified his division against the undefeated champion Billy Joe Saunders.
THE CREATIVE
“FACE THE FEARLESS” brought to life how while on paper this appeared to be a matchup between a king and a ruthless underdog, in the ring, two men would see an identical reflection of their determination.
GRAPHICS
Compelling creative carried through across every execution and consumer touchpoint: platform, OOH, CRM, digital media, social, PR, TV, radio, app stores, influencer activity, platform partners, and more.
DAZN saw the highest coverage volume ever around a single global platform event, with 1,500+ promotional articles landing across the world. DAZN also saw record-breaking engagement across its channels and those of its partners. Unique reach numbers soared with 9 million on YouTube, 28 million on Facebook, 8 million on Instagram, and 22 million on Twitter, garnering nearly half a million mentions of DAZN Boxing during fight week alone.
THE IMPACT
We entered the SportsPro OTT Awards in 2021 with two submissions: the UEFA Women’s Champions League deal and “Face The Fearless.” We positioned DAZN as rivaling legacy media brands in what it means to serve fans their sport, their way – in quality, volume, affordability, and accessibility.
We made our clients proud with two wins: Platform of The Year and runner up for Best Marketing Strategy.
JONATHAN ROMERO 