Deezer is a music streaming platform that has inked a multi-year deal with sports streaming service DAZN to increase its subscribers. Combined subscription packages will be offered by the two firms in select markets.
Instead of integrating one streaming app, Deezer and DAZN will offer customers reduced-price access to the premium tiers of both. If customers subscribe to one service, they will get the other at a reduced price or as part of a bundle. The deal is targeting those who are huge fans of both music and sporting content.
First launching in France, the intention is to broaden the partnership to Austria, Germany, and Switzerland. The gist of the partnership is to promote each service’s offerings to the other’s existing user base. Deezer hopes to gain new music listeners out of DAZN’s sports fans.
Executives at both companies have characterized the deal as strategic in nature. For Deezer’s chief commercial officer, Ivana Kirkbride, blending music with sport could give real cultural relevance to subscribers. At a product level, said DAZN’s CEO, Alice Mascia, it showed how the different entertainment industries were converging.
In the near future, Deezer and DAZN will have combined marketing efforts. They are also working towards developing co-branded experiences that include music and sports. Even though this is a small beginning, both companies are betting on new opportunities opening up as subscription packages roll out, cross-promoting each other’s brands.
