DAZN, the streaming service for Ligue 1, has launched an innovative partnership with McDonald's, aiming to attract new subscribers through a unique promotional offer. Starting March 17, 2025, and running until April 30, 2025, customers who purchase either the "Golden Ligue 1" menu or the "Duo Golden Ligue 1" menu from the McDo+ app will receive access to a free subscription for DAZN's streaming services, allowing them to enjoy Ligue 1 matches until the end of July 2025.
The promotion is part of DAZN's strategy to increase its current subscriber count, which hovers around 500,000—a figure significantly below what the company had hoped to achieve. This effort is positioned to curb the negative perceptions surrounding previous pricing policies, where the initial subscription cost was deemed too high by many fans.
According to the details of the deal, the first 120,000 purchasers of participating meal combos will receive unique access codes for this new offer, effectively giving them three months of DAZN access at no additional cost. The offers are valid exclusively on weekdays via the McDo+ application. Consumers can expect to pay approximately 14 euros for the meal, which is considerably lower than DAZN's original monthly rate of 29.99 euros or the 39.99 euros per month option without commitment. The typical price for the three-month subscription is pegged at 35 euros, making this promotion both enticing and beneficial for fans of French football.
This promotional effort is DAZN's latest attempt to wow potential viewers. Their past subscription offers, which included promotional rates during the Black Friday season at 14.99 euros and earlier pricing models, have faced scrutiny and elicited reactions from the public and football communities alike. "30 euros, it's the price of a restaurant on a Friday night," said Laurent Nicollin, president of Montpellier, defending DAZN's pricing strategy back during the service's launch.
The urgency of this new initiative is magnified by the looming deadline for subscribers, which raises the stakes even higher. DAZN has made it clear they aim to surpass 1.5 million subscribers by December 2025, or face potential dissolution of their current broadcast contract. "A unique access code to obtain a free 3-month subscription will be sent to you by e-mail within 24 hours following the purchase of...," states McDonald's on their official website, highlighting how easy it is for customers to participate.
Indeed, the company seems to be restructuring its promotional strategies rapidly as the competition for eyeballs intensifies. This move follows previously unsuccessful strategies to curb piracy and drive subscriptions; DAZN had previously threatened to withhold payments due to the extent of unlicensed streaming during key matches. The end-of-season subscription through McDonald's reflects both desperation and innovation as DAZN seeks to build brand loyalty and its viewer base.
The offer effectively reduces the barrier of entry for new customers and taps directly within consumer culture as fast food ventures have long been associated with high accessibility and convenience. These themes are highlighted within the promotional captures as DAZN now looks to convert casual fans picking up their meals at McDonald's.
Aligned with the strategic goals of increasing subscriber count, the offer provides complete access to not only Ligue 1 fixtures but also other sporting events, including Betclic Élite basketball games, and more. Features such as MMA through the Professional Fighters League and the UEFA Women’s Champions League broaden the appeal, ensuring varied content for diverse interests.
Overall, this offer symbolizes the urgency behind DAZN's marketing initiatives amid fierce competition to retain existing subscribers and attract new ones, as they face serious market challenges. Analysts suggest this initiative is not merely promotional but rather part of a broader campaign intended to transform how viewers engage with sports streaming.
DAZN has yet to clarify future pricing strategies after this promotion ends, but they must achieve sustainable growth beyond localized promotions like these. With their exit clause allowing for renegotiation of their Ligue 1 broadcast agreement on the horizon, the need for solidifying their position within the French sports streaming market is more pressing than ever.
