DAZN has reported remarkable growth for its NFL Game Pass subscribers, with numbers rising by 23% year-on-year during the 2024-25 NFL season. This surge mirrors the excitement surrounding the sport, particularly during Super Bowl LIX, where free users of the platform experienced a staggering 47% growth.
NFL Game Pass is the singular option for international fans outside the United States to enjoy every NFL game, culminating with the much-anticipated Super Bowl. This year alone, the Super Bowl produced over 95 million minutes of streaming activity across more than 200 global locations, proving its massive reach and popularity.
The NFL entered its second year of a 10-year strategic partnership with DAZN, continuously enhancing the experience for fans worldwide. During the 2024 NFL season, DAZN ran NFL Game Pass on Amazon channels across six different markets, broadening its accessibility. The introduction of the “Home of NFL” feature aimed to streamline information for fans, shedding light on teams, game weeks, and offering customized content.
DAZN also held engaging events such as live watchalongs, including one for the Chicago Bears versus Detroit Lions game with the popular sports podcast, The Good, The Bad & The Rugby. These initiatives not only promote NFL games but also create community engagement among fans.
One standout feature of the new distribution strategy is DAZN’s commitment to localization. Since transitioning NFL Game Pass to its platform, DAZN has increased the availability of games from just two localized broadcasts each week to 17, now available in five languages. This expansion caters directly to the diverse audience of NFL fans around the world.
Shay Segev, DAZN's CEO, expressed pride in the collaboration, asserting, “DAZN is proud to partner with the NFL and support one of the world’s largest sports properties in reaching new audiences internationally. We continue to raise the NFL Game Pass experience, introducing new features and improving watching conditions with each year of our long-term work together.”
Roger Goodell, NFL Commissioner, praised the partnership, noting, “The NFL’s media distribution strategy has long been key to our growth and success. Providing fans around the world access to our games is incredibly important. Just two years as our Game Pass partner, DAZN has embedded first-class technology and innovation, enhancing the viewership experience for our fans and contributing significantly to the growth of our game.”
True to its commitment, DAZN now provides one game free for viewers each week globally, facilitating greater access to the sport. This not only embodies the spirit of wider engagement but also allows new fans to discover the thrill of NFL football.
This innovative and responsive strategy has positioned DAZN as not just another streaming service but as the effective bridge for international fans to connect with the NFL. With the growing number of subscribed and engaged viewers, the future seems bright for both DAZN and the NFL as they look to build on this momentum. The emphasis on accessibility, localization, and community engagement are all part of the larger vision to cultivate the NFL’s brand globally.