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A Room of One’s DAZN

With its quixotic, billion-dollar investment in the FIFA Club World Cup and subsequent acquisition of Serie A rights, the niche streamer is doubling down on soccer to penetrate the U.S. market. Unfortunately, it’s too little, too late.

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World Cup Soccer
DAZN C.E.O. Shay Segev made a meaningful bet on fixing that: He paid $1 billion for rights to air FIFA’s new Club World Cup tournament, which has been playing out this year in U.S. stadiums from MetLife to the Rose Bowl. Photo: Michael Steele/Getty Images
Julia Alexander
July 8, 2025

DAZN, a sports-centric streaming service with 300 million viewers and a reported 20 million paid subscribers, should be perfectly positioned for success. Live sports have become essential for streaming, and vice versa, and the company is backed by billionaire Len Blavatnik (who recently shoveled another $827 million into the enterprise) and a pool of Saudi money. But while DAZN has a somewhat notable presence in Europe and Asia, it has a brand issue here in the States—few know what the streamer offers, and even fewer know how to pronounce its name (it’s “da zone”).

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