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DAZN is Trying to Shake Up Ad Model for Streaming Sports

In a report in the Wall Street Journal, DAZN — the sports streaming service led by former ESPN President John Skipper — shared they want to try something new when it comes to advertising.

Instead of repetitive ads throughout the broadcast, they expect to integrate advertisers through sponsored content and product placement. While the service is currently ad-free, they expect to roll-out the new model in the next six months.

Just last month, DAZN agreed to a three-year $300 million deal with MLB to bring a live look-in show next season.

Skipper shared that they won’t attempt to get exclusive rights to major U.S. sports, instead they will pursue deals to become the “exclusive over-the-top provider” similar to Amazon.

The company, which launched in the U.S. in September, previously agreed to deals to offer 80+ fights a year from Matchroom USA, Bellator, Golden Boy Promotions, World Boxing Super Series and Combate Americas.

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