DAZN expands global partnership with Snapchat

The streamer is taking a "meet them where they are" approach to get younger audiences interested in its boxing content.

Sports streamer DAZN is looking to get more young people hooked on boxing by expanding a partnership with Snapchat globally.

The content is led by “DAZN Fight Week” and will live on Snapchat’s Discover tab, with at least 18 episodes rolling out over the next year in the weeks ahead and during major fights on DAZN. The first episode premieres today, ahead of a Sept. 4 card that includes a co-main event with Josh Warrington versus Mauricio Lara and Katie Taylor defending her title against Jennifer Han.

The show will feature behind-the-scenes clips, fight highlights and segments including “The Champ is Here,” a historical look at boxing’s top champions; news segment “Fight ZN”; and “Talk Your ****!” a compilation of sound bites and trash talk from fight weeks.

The partnership also includes the “Highlights Show,” which will air weekly for at least the next year on Snapchat, featuring highlights from top match-ups, fighters and moments.

Rounding out the slate of content is “DAZN Fight Night,” which provides live highlights, updates, behind-the-scenes footage and interviews on the day of the bout itself.

In 2019, DAZN and Snapchat established a short-term partnership around boxing, which the company says earned “millions” of views on the platform. Those results, along with DAZN’s ongoing expansion into new markets, encouraged the company to expand the slate of content and to take it global.

Joseph Markowski, DAZN’s EVP, says debuting this content on Snapchat is part of a concerted effort for the platform to grow audiences for the sports it carries by engaging them “on the channels they frequent most.” The company sees its partnership with Snapchat, in particular, as a potential way to reach younger audiences and hopefully create a “new generation” of boxing fans.

DAZN isn’t the only company taking a “meet them where they are” approach to engaging younger audiences around sports. NFL Canada is in the midst of a new campaign aimed at getting Gen Z interested in football by letting the personalities of players resonate on TikTok and Instagram.