DAZN Appoints Global CEO of Freemium

Employee Announcements

DAZN Appoints Global CEO of Freemium


London, April 8, 2024 – DAZN, the world’s leading sports entertainment platform, has appointed Elena Novokreshchenova as its first senior executive to drive its freemium proposition.

In her new role, Elena will lead the rollout of a new global free tier in DAZN, which will become a fundamental part of DAZN’s offering and a key driver of business growth. By extending DAZN’s reach beyond its premium paid subscription, freemium opens up new avenues for rights holders and users, enriching their experiences and broadening engagement opportunities.

DAZN aims to reach every sports fan worldwide as an essential part of their experience for watching live sports, gaming, social media, betting, and e-commerce—all with a single app and account. With more than 300 million fans already viewing DAZN’s impressive range of sports entertainment content, DAZN plans to regularly engage with over a billion fans monthly within the next five years.

DAZN’s freemium services will offer diverse content, including live events, video-on-demand, news, stats, archives, shoulder content, and social features. Elena will drive the freemium proposition, including content proposition, interactive product experience, and reach.

Elena brings over 20 years of experience delivering growth for tech start-ups, scale-ups, and PLCs. Her extensive expertise in fuelling efficient digital acceleration and scaling international businesses will be instrumental in driving the success of DAZN’s freemium strategy and the broader business.

Shay Segev, DAZN Group CEO, said: “DAZN’s objective is to become the one-stop application for every sports fan worldwide. We are on a fast path to creating the ultimate destination for sports fans. The development of a free tier in DAZN will aid the discoverability of DAZN’s brand and capabilities, allow more and different opportunities to transact with our users, and create a funnel to our premium sports content and services. The appointment of Elena underscores DAZN’s commitment to expanding our reach globally by bringing 1 billion users onto our platform; her expertise and leadership will be instrumental in achieving our ambitious goals”.

Commenting on her appointment, Elena Novokreshchenova said, “I am excited to join DAZN at such a critical point in its continuing development. The business’s progress, over a short period of time, has been impressive, and leading the rollout of the global freemium offering is a fantastic opportunity. DAZN has already made significant strides in revolutionizing the sports streaming industry. I look forward to driving further growth by making the platform even more accessible to sports fans worldwide and working with partners to deliver DAZN’s products and services to an increasingly broad base of users. It’s a real opportunity to join a great team at an important point in DAZN’s trajectory.”