Dazn's Bold Step: Breaking Barriers in Women's Football
Dazn, the sports and entertainment platform, has taken a significant step towards promoting inclusivity and advancing the growth of women's football. They have made a groundbreaking decision to remove the paywall on all women's football content. This move aligns with Dazn's commitment to providing free-to-air coverage and is accompanied by the launch of their "New Deal" campaign, which encourages stakeholders in the women's game to make substantial commitments towards its expansion.
The implications of this decision are substantial, as it allows for free access to all remaining Women's Champions League matches this season and numerous league games in the UK. This includes 48 games in Spain's Liga F, 48 in the Frauen Bundesliga, 19 in France's D1 Arkema, 50 in Italy's Serie A Femminile, and 15 in the Women's Saudi Premier League. Importantly, this access is not temporary; it will remain free for the foreseeable future.
Hannah Brown, the co-chief executive of women's sport at Dazn, emphasized the company's long-term strategy focused on expanding free-to-air coverage. She stated, "For us as a business, it’s the growth of a really important asset and about building a first-party relationship with customers on a global basis."
Dazn's commitment to women's football reached a significant milestone in 2021 when they secured exclusive global broadcast rights to the Women's Champions League and formed a partnership with YouTube. Initially, Dazn had planned to move some games behind a paywall after two years, but this decision was reevaluated and ultimately abandoned in November. The recent move goes beyond the Women's Champions League, providing access to coverage of various other leagues as well.
Brown highlighted a crucial insight into the fan dynamics of women's football. Unlike premium football in domestic markets, where a significant number of fans choose to pay for exclusive content, women's football enthusiasts exhibit a different pattern.