DAZN Canada has announced a deal that will see adidas Canada advertise the brand’s “Hardwired Pack” initiative across all DAZN’s Premier League live content as well as other digital assets including the Sporting News website. The partnership signifies a series of firsts for both companies, as it will mark the first brand to run ads on the DAZN platform in Canada and the first time that adidas has advertised on an OTT streaming platform in North America. “Our partnership with adidas marks an important moment in the growth of the DAZN platform in North America. We have invested deeply in order to capture the exclusive rights to the world’s best soccer leagues and so we’re thrilled to partner with a brand devoted to international soccer like adidas.” A month ago adidas launched the “Hardwired Pack” – an update to the PREDATOR, COPA, X and NEMEZIZ product lines. The likes of Paul Pogba, Paulo Dybala, Mohamed Salah, and Leo Messi will be wearing the relaunched boots during this season. Earlier this year, DAZN acquired the exclusive rights to all Premier League action in Canada, in a deal that runs for three seasons and starting with 2019/20. The adidas ad integration will be present across Premier League live content on DAZN, in addition to its social channels and the DAZN-owned Sporting News website. “As a company with a long international soccer heritage, we are thrilled to work with DAZN Media North America. Given their recent acquisitions with European soccer leagues, we see this opportunity as the perfect way to launch our latest soccer campaign, Hardwired, and to reach passionate soccer fans in Canada.” Premier League on DAZN Canada Anyone in Canada tuning into TSN or Rogers Sportsnet on Friday hoping to catch the first game of the new Premier League between Liverpool and Norwich were disappointed. Since the Premier League’s inception in 1992/93, the matches have been on one of the two main Canadian sports networks. (The dearly departed Fox Sports World Canada held rights to the early Sunday slot for a season or two as well.) That changed on Friday with the launch of the Premier League on DAZN Canada. For the first time, Premier League fans will be able to watch all 380 games live and not have to hope that TSN or Sportsnet would choose to broadcast “their team” live rather than a delayed broadcast. DAZN Canada has chosen to primarily use the content provided by Premier League Productions from England for pre-game, half-time and wrap up. TSN had used Canadian-based analysis augmented by NBC’s resources while Rogers Sportsnet also had a Canadian panel with Premier League Productions content popping up on most Sundays. The highlight of Saturday’s coverage on DAZN Canada was “Goal Rush.” “Goal Rush” featured the game between Crystal Palace and Everton but cut to the other live games for goals and moments of controversy. Fans of Palace and Everton that did not want their viewing experience interrupted had the option of watching another stream and commentators dedicated to the game. For fans that could not choose between which game to watch it was a great option - excellent stuff. Price Points There has been some reaction from soccer fans across Canada about having to pay more to watch the Premier League. That reaction does not stand up to the most elementary analysis. TSN and Rogers Sportsnet are not free-to-air but are subscription-based and included in the cable bill. It varies according to cable/satellite providers but anyone wanting to watch every Premier League game last season in Canada would have been paying around $50 per month. Around half the Premier League matches (live and delayed) were broadcast on Rogers Sportsnet World – a service that alone costs $20 a month. DAZN Canada costs $20 per month after a one-month free trial or $150 for an annual subscription. So, after paying $20 per month (or less) for DAZN, a consumer is going to save around $30 a month after canceling TSN and Rogers Sportsnet. About DAZN DAZN launched in Canada in July 2017 and is currently also available in the U.S., Italy, Germany, Switzerland, Austria, and Japan. DAZN Canada, in addition to the Premier League, also provides coverage of UEFA Champions League and Europa League, Serie A, MLS Live, the Carabao Cup, the English Championship and other leagues from around the world. On Wednesday the UEFA Super Cup between Liverpool and Chelsea will be broadcast. Full NFL coverage, the MLB Network, Six Nations Rugby, boxing, MMA, and cricket are also available.
DAZN Canada has teamed up with Adidas to promote the company's Goal Rush football boots. The deal covers both Sporting News ’s live Premier League content and other digital assets, including its Premier League website, and makes Adidas the first brand to show ads on DAZN 's European platform.