DAZN, the global sports streaming giant, has entered a strategic partnership with Saudi Arabia’s SURJ Sports Investment, securing a minority stake in the company. This deal signals a future where Saudi-backed sports events could become a more prominent feature on DAZN’s platform, reshaping the sports entertainment landscape.
The move follows months of speculation surrounding the partnership, culminating in an official agreement that now links DAZN to the Saudi Public Investment Fund (PIF) through SURJ Sports Investment. Established in 2023, SURJ was specifically created to drive international expansion and enhance Saudi Arabia’s growing sports ecosystem, with a special focus on the Middle East region.
Though the financial specifics of the deal have not been revealed, recent reports suggested that PIF was considering a $1 billion investment in the London-based company. This investment is expected to help DAZN reach its ambitious goal of significantly expanding its global reach while tapping into the burgeoning demand for high-quality sports content in the Middle East.
In a statement, Danny Townsend, CEO of SURJ Sports Investment, highlighted DAZN’s established reputation as the "global sports platform of choice." He emphasized that the collaboration would help both parties build on DAZN’s previous successes, bringing more sports content to passionate fans worldwide. The partnership is expected to not only elevate DAZN’s position in the international market but also enhance fan engagement, encourage sports participation, and open up new opportunities for both brands.
Shay Segev, CEO of DAZN, also spoke about the partnership, noting that the streaming platform’s dedication to delivering sport content globally positions it well to capitalize on Saudi Arabia’s rapidly expanding sports sector. As part of the MENA (Middle East and North Africa) joint venture, DAZN is poised to maximize the accessibility of sports in the region, giving viewers in Saudi Arabia and surrounding countries access to top-tier sporting events.
The agreement comes at a time when Saudi Arabia is looking to position itself as a global leader in sports. The country has invested heavily in hosting major international sporting events, and the partnership with DAZN is expected to help further showcase the Middle East as a prime destination for world-class sports.
DAZN’s global reach is substantial, with the company reporting 300 million regular viewers worldwide. The company’s ultimate goal is to grow this audience to one billion users, and the investment from Saudi Arabia is expected to be a key driver in that growth. The deal will help DAZN continue its mission to provide accessible sports content to fans around the world, all while leveraging Saudi Arabia’s rising influence in the sports world.
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