Market Insight

DAZN to launch in Spain in 2019 with Moto GP and Premier League

November 14, 2018

Matteo Marchello Matteo Marchello Senior Research Analyst – Channels, Programming, IHS Markit
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Sports streaming service DAZN has announced that it will launch in Spain in 2019. The company owned by Perform Group has acquired two key rights: the English Premier League as well and the Moto GP championships.

All the events will be aired on its online platform available on internet-connected devices, PC browsers, smart TVs and gaming consoles.

From August 2019, DAZN will have the rights to more than 235 Premier League matches per season, live and on demand. The deal with Moto GP includes the rights to broadcast all races – as well as free practice and qualification sessions – for Moto GP, Moto 2, Moto3 and MotoE from 2019 to 2022.

Both deals are exclusive, but highlights will be available to free-to-air broadcasters. The financial details of both agreements were not disclosed.

Our analysis

The acquisition of these two sets of TV rights gives DAZN a launch to expand its presence in Europe, which started with Germany, Austria and Switzerland in 2016, followed by Italy in August this year.

Both the Premier League and Moto GP rights are premium assets in the Spanish market. The first tier of English football has strong appeal given the presence of Spanish footballers and managers in the league. On the other hand, Moto GP can be considered almost a Spanish competition, as all the last seven championship winners come from Spain. It is not surprising that DAZN has chosen these two competitions to leverage its entrance into the market.

DAZN has also weakened the position of its strongest incumbent in the market, Telefonica, which is the current holder of the rights for both the sets of events. Telefonica reaffirmed its leadership position in the Spanish market earlier this year, having regained the rights to broadcast La Liga in June 2018 for the next three seasons starting in 2019/20. The Moto GP championships rights were a key asset for Telefonica too, which has been broadcasting all the races on a dedicated channel, Movistar Moto GP, since 2014.

Other rights which could become available in Spain next year include Euroleague and NBA basketball, while a package of second division La Liga matches from 2019/22 could be available as it was unsold in the auction held in May this year.

DAZN’s launch in Italy has been successful, confirmed by the number of downloads of DAZN apps. Key to its rights portfolio are 114 matches a season in Serie A, Italy’s national football league. DAZN has launched its platform at the end of July 2018, three weeks ahead of the beginning of Serie A and by the time the season kicked off the app had been downloaded almost 450,000 times. This number might have been inflated by the first month of the subscription, which was offered on a free trial basis, but the positive results have been confirmed by the trend of the same variable in the next three months. By the first week of November, well into the football season, the number of downloads went over the 2.5 million, showing an increasing trend that has probably encouraged DAZN to target the Spanish market, where it hopes to have a similar result.

Geography
USA
Organization
Perform Telefonica
Research by Market
Media & Advertising
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