LIV Golf has entered into a multi-year agreement with DAZN, the global sports entertainment platform, to expand its reach across more than 200 markets. This partnership signifies a pivotal step in making LIV Golf content more accessible to a worldwide audience.
Under this agreement, DAZN has secured exclusive broadcasting rights for LIV Golf events in several key territories, including Austria, Belgium, Canada, France, Germany, Italy, Japan, Portugal, and Switzerland. In these regions, fans can access live tournaments, archived footage, and behind-the-scenes content through a dedicated LIV Golf+ channel on DAZN's platform. Initially offered on a free-to-air, ad-supported basis, DAZN plans to introduce a premium subscription model in the future, providing enhanced features and content for avid golf enthusiasts.
This collaboration reflects a broader industry trend towards digital streaming and over-the-top (OTT) services in sports broadcasting. Traditional linear television is increasingly complemented or replaced by digital platforms, offering fans more flexible and personalized viewing experiences. DAZN’s global reach and technological infrastructure position it well to cater to this evolving consumer behavior, aligning with LIV Golf’s objective to engage a diverse and tech-savvy audience.
The partnership holds significant business implications for both entities. For DAZN, adding LIV Golf to its portfolio enhances its content offering, potentially attracting a broader subscriber base and increasing viewer engagement. For LIV Golf, the deal ensures a stable and extensive distribution network, crucial for attracting sponsors and advertisers. The free-to-air component in numerous markets may also lower entry barriers for new fans, fostering greater interest and participation in the sport.
While the partnership primarily focuses on content distribution, it may attract regulatory attention concerning market competition and broadcasting rights. Ensuring compliance with regional broadcasting regulations and addressing potential concerns about market monopolisation will be essential for the seamless execution of this agreement.