- Ata Football to deliver ‘significant’ US marketing push for the Women’s Champions League on DAZN
- Deal adds further distribution channel as DAZN bids to build tournament audience
- Adidas onboard as global sponsor for digital sports specialist’s Women’s Champions League coverage
The deal sees the Ata Football digital platform’s paid subscribers get access to 31 live matches from the elite women’s club soccer tournament throughout the 2021/22 season. Those games will also be available to rewatch on the platform post-match, as well as live on DAZN and its Women’s Champions League YouTube channel.
Aside from the live content, the deal is designed to help the global digital sports broadcast specialist expand access and awareness of the Women’s Champions League, particularly in the United States. As the tournament’s global broadcast partner, DAZN is seeking to leverage Ata Football’s engaged member community.
The women’s soccer platform, which is backed by 777 Partners, will also deliver significant marketing for DAZN’s coverage of the competition in the US through social media campaigns, enhanced in-match features, email marketing, partnership programmes, and dedicated virtual events.
Ata Football’s live coverage began on 5th October and features four live matches from the opening round of Women’s Champions League matches.
“The opportunity to continue our work with DAZN and bring the Uefa Women’s Champions League to the Ata Football platform and community is tremendous,” said Ata Football co-founder and general manager, Esmeralda Negron. “We’re excited to align with DAZN in our shared mission to drive visibility for the best in the game globally, and there is no better stage for women’s football than this competition.”
“DAZN’s mission is to make the Uefa Women’s Champions League easier to watch than ever before, grow the competition, turn more players into household names, and inspire the next generation of players along the way,” said Ed McCarthy, DAZN Group’s chief operating officer.
“It all starts with more fans watching the game and more buildup of the competition overall, and the additional exposure and promotion that the Ata Football platform offers and engagement the community will bring is invaluable towards achieving that mission and taking the Uefa Women’s Champions League to new heights.”
For DAZN, the deal came on the same day it announced sportswear giant Adidas as a global sponsor of its Women’s Champions League coverage.
The deal includes sponsorship advertising during all 61 live matches, as well as related highlights and clips. It also includes Adidas integration within DAZN’s new ‘We All Rise’ six-part city content series, which will premiere at halftime of all matches during each week of the group stages.
The advertising agreement between Adidas and YouTube includes pre-roll globally across all live matches and non-live content across DAZN’s Women’s Champions League YouTube channel.