DAZN: Game. Changed.

DAZN, working with its global media and creative partner, dentsu international, has marked its arrival in the sports streaming service’s home ground the UK & Ireland with an explosive new brand identity ‘Game. Changed.’, launching today. The campaign is also rolling out globally, with dedicated campaigns in Germany, Austria, Switzerland, Italy, Japan and Canada. DAZN is the leading global sports streaming service, a ground-breaking live and on demand sports streaming platform, giving fans a more accessible and flexible way to watch sports, their way. Fans don’t need a cable or satellite dish to watch it, so the setup is quick and simple. Simply download the DAZN app and watch on any connected device at home or on the go, all for an affordable price.  Since launching in 2016, the UK-founded company has expanded its presence to 200+ countries and territories around the world and launched its global platform in December 2020. This marked DAZN’s entry into the UK & Ireland with a line-up of world championship boxing. Its landmark five-year deal with Matchroom Boxing will now see DAZN deliver its nonstop schedule of Matchroom UK fights to fans in the UK & Ireland exclusively, and forms part of a joint, long-term commitment to grow boxing around the world and help the sport reach new heights. DAZN also recently announced that it has acquired global rights to broadcast the UEFA Women’s Champions League and has been awarded host broadcaster duties for the next four seasons, from 2021-25. The new brand platform, ‘Game. Changed.’, was created by dentsumcgarrybowen and employs a brave and confident tone. Building on previous work featuring DAZN’s impressive content catalogue, the new creative focuses on the ways in which the brand is innovating to liberate sports fans from the restrictions of previous technology and business models. It marks a substantial shift away from a fixture-based marketing strategy to a unified brand approach that will strengthen DAZN’s emotional connection with fans.