Fifa and DAZN have deepened their relationship by announcing a strategic partnership that will see the sports streamer launch and operate the Fifa+ direct-to-consumer (DTC) service.
The pair claim the latest global rollout of Fifa+ will transform ‘the way football fans access and engage with the sport’, with the DTC digital channel to be known as the ‘Home of Football’ on DAZN’s platform.
DAZN was announced as the exclusive global broadcaster of the ongoing 2025 Fifa Club World Cup last December. That deal, reportedly worth US$1 billion, included the integration of Fifa+ into the DAZN platform, providing it with additional archive content, full match replays and live fixtures.
During the tournament, the partnership will lead to the introduction of a new daily Club World Cup show called ‘The Press’, which will feature highlights and behind-the-scenes content.
Following the Club World Cup, Fifa and DAZN will launch a rolling news service for fans to stay up to date on all the latest soccer action and stories, adding to the content already on Fifa+, which houses coverage of more than 150 men’s and women’s leagues and national teams, as well as archive content, original documentaries and other programming.
Additional details around the strategic partnership are scarce, though DAZN Group chief executive Shay Segev described it as ‘an expansion’ of the company’s existing relationship with Fifa in a LinkedIn post.
Fifa’s streaming service initially launched in early 2022 as part of a wider DTC push that has also seen world soccer’s governing body launch digital collectibles and online games. Fifa+ is designed to serve as a global platform for domestic leagues and national associations to stream matches in order to increase exposure and serve viewers in dark markets. More than 40,000 matches were streamed on the platform in its first year.
In June 2024, it was reported that Fifa wanted to raise US$2 billion to fund the expansion of Fifa+ and was working with Swiss investment bank UBS on the plan.
The US$2 billion figure raised eyebrows as it was unclear why Fifa needed so much additional cash for Fifa+, leading to speculation the governing body could use the money to buy broadcast rights itself or help fund its revamped Club World Cup.
The strategic partnership with DAZN will leverage the company’s technological expertise and distribution network, enabling Fifa member associations to distribute their content globally, boosting reach and engagement.
“This partnership with Fifa cements DAZN’s role as the ultimate digital destination for football, allowing fans everywhere to access a vast, premium football content library,” said Shay Segev, chief executive of DAZN Group.
“Together with Fifa’s brand and reach, we will deliver an unmatched entertainment experience, supporting Fifa’s vision of expanding the game’s global footprint and engaging new audiences.”
Fifa secretary general Mattias Grafström added: “At Fifa, we are proud to always be looking towards the future, looking at how to innovate, with the specific aim of protecting and nurturing the growth of our game for the generations ahead.
“This partnership with DAZN aligns exactly with that objective. Their vision is global, as is ours, and we look forward to furthering our collaboration with them through Fifa+ as the ‘Home of Football’.”
DAZN’s Club World Cup coverage kicked off over the weekend. There have been no reports of viewing figures so far other than Fifa stating that the first game between Al Ahly FC and Inter Miami was watched by a global TV audience.
SportsPromedia
