Pioneering deal reduces up-front fees for DAZN and enables J.League to profit from DAZN’s growth in Japan.
DAZN and J.League have extended their sports rights agreement for another two-years (taking it to 2028) through a new profit-share model.
Through the deal, J.League will benefit from DAZN’s growth in Japan, while DAZN benefits from reduced annual fees throughout the extended part of the deal.
The model was inspired by similar deals between music labels and online music streaming services.
DAZN says it will aim to secure more of these ‘partnership-led’ style of rights deals in future rights and content relationships.
James Rushton, acting CEO at DAZN Group, said: “This new agreement with the J.League brings us closer together through an innovative and deeper partnership that re-imagines what a modern, fit-for-purpose rights deal should look like.
“We are proud to pioneer this new risk-reward proposition with the J.League that extends our partnership, supports mutual prosperity and marks a new industry standard for the sports rights business. By working with our rights partners, our subscriber base is on track to be fully recovered to pre-Covid-19 levels by Q4 this year.”
J.League chairman Mitsuru Murai added: “J.League and DAZN have been working closely to overcome the challenge that Covid-19 has imposed. And today, with our confidence that we will grow together, we have strengthened this partnership. J.League is committed to further promote our new initiatives and deliver an even more engaging J.League to our fans and supporters.”