TORONTO – Streamer DAZN this week announced a new deal with adidas Canada to bring the brand’s ‘Hardwired Pack’ advertising content to DAZN’s OTT, social and dot com assets.
The partnership is a first for both companies, as it will mark the first brand to run ads on the DAZN platform in Canada and the first time adidas has advertised on an OTT streaming platform in North America.
“Our partnership with adidas marks an important moment in the growth of the DAZN platform in North America,” said Joseph Markowski, DAZN EVP, North America, in a press release. “We have invested deeply in order to capture the exclusive rights to the world’s best soccer leagues and so we’re thrilled to partner with a brand devoted to international soccer like adidas.”
Earlier this year, DAZN acquired the exclusive rights to all Premier League action in Canada, in a deal that launched with the 2019-20 season on August 9. The adidas ad integration will be present across Premier League live content on DAZN, in addition to its social channels and the DAZN-owned Sporting News website, explains the press release.
“Given their recent acquisitions with European soccer leagues, we see this opportunity as the perfect way to launch our latest soccer campaign, Hardwired, and to reach passionate soccer fans in Canada,” said Angela Blyth, director of marketing at adidas Canada.
