25TH AUGUST 2020


Two-year extension secures DAZN access to Meiji Yasuda Seimei J1 League, J2 and J3 matches for eight more seasons

New partnership-led, profit-share model underpins the future of the J.League and reinforces DAZN’s position as the number one destination for football fans in Japan

Tokyo & London, 25 August 2020 – DAZN and the J.League today announced a two-year extension to their existing 10-year partnership until 2028 with a transformational agreement that redefines the traditional sports rights model.

The agreement pioneers a profit-sharing model that enables the J.League to reap the rewards of DAZN’s ongoing growth in Japan whilst reducing DAZN’s fixed annual fees to the league throughout the extended term. The deal is inspired by the maturation of the commercial model between music labels and online music streaming services and, as seen for a number of years in the music industry, benefits all parties involved.

DAZN believes this partnership-led structure is the key model for future rights and content relationships, as it rewards mutual growth and innovation, whilst encouraging both parties to continue investing in Japanese domestic football. The new partnership is an evolution from traditional, legacy models that are based solely on fixed license fees.

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 Mitsuru Murai Chairman said: “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.”

The announcement comes as DAZN prepares for the next phase of growth, with a renewed focus on original launch markets and ahead of the global roll-out of the sports streaming service to more than 200 countries and territories later this year.

“Our new rights strategy is part of our fresh approach that sets us and our partners up for success in a world post Covid-19. Another key part is the development of our live and original content mix that will enable us to continue to build our platform in core markets as the go-to global sports destination.” Rushton added.