Photo Credit: Deezer + DAZN
Deezer teams up with sports streaming service DAZN to offer users premium subscription discounts for both services. Is bundling a sports subscription with music a winning strategy?
Sports’ biggest teams and music’s biggest stars have something in common: large, devoted fanbases. And music streaming service Deezer is looking to cash in on that overlap with a collaboration with sports streaming platform DAZN on a “multi-year joint distribution partnership.”
With an initial launch in Deezer’s home country of France, users of both Deezer and DAZN will be able to access streaming content from both platforms through various direct-to-consumer offers, with “frictionless user journeys and seamless payment.” This will manifest in Deezer users being offered discounted premium access to DAZN’s sports content, while DAZN will offer its users similar access to Deezer.
Notably, this collaboration will not enable users to watch DAZN’s sports content within Deezer’s app or vice versa, but is rather a “unification” of two different forms of entertainment designed to offer discounts and special deals to fans of both. Global expansion is on the horizon, starting in France and then opening in Austria, Germany, and Switzerland.
“This is a unique partnership and an exciting new step in our collaboration with DAZN, as we join forces to deliver even more value to fans on both platforms,” says Ivana Kirkbride, Chief Commercial Officer at Deezer. “Music and sports both have the ability to connect people in remarkable ways, which makes this partnership a winning concept. […] France is just the first step, and we can’t wait to see what this partnership will bring as we connect with DAZN’s users and invite them to experience music on Deezer.”
“[The partnership with Deezer] will demonstrate how the worlds of sports, music, media, and entertainment are coming ever closer together, as well as allowing the two companies to work on some innovative projects together: digitally and physically,” adds Alice Mascia, DAZN DACH CEO and Group CMO. “It’s a great concept, and one we can’t wait to develop and expand.”
Through the partnership, both companies intend to collaborate on marketing initiatives and create co-branded sports and music experiences for fans.
