LONDON: UK’s Perform Group, one of the world’s top sports media companies in the digital space, announced on Monday that as a part of its rebranding strategy, the firm will now be named DAZN Group and will be divided into two brands: DAZN and Perform Content.
Their operations will be conducted differently due to a different governance and leadership structure as each of them requires equal attention and would drive the company’s continued growth further.
DAZN is the B2C or consumer-oriented division which will focus on providing its users across the globe with its dedicated live and on-demand sports streaming service, which is said to be the world’s first. Its content will also continue to be seen on some of the largest sports websites in the world, such as Goal.com, SportingNews, and Spox.com.
The content and traffic of these websites and apps will focus increasingly on acquiring subscribers for and driving traffic to DAZN, as well as serving fans with sports content. The brand will also use its combined assets and inventory to create packages for advertisers.
On the other hand, Perform Content is the brand which will be responsible for the group’s B2B activities which are business-oriented. It will continue to provide sports data, news and video to the world’s leading broadcasters, digital companies and sports books. Perform Content will be given more resources and autonomy to invest in its primary products, such as Opta, Watch & Bet, and RunningBall.
Through Perform Content, DAZN will remain the main rights holding company for the group including its long-term partnerships with strategic partners such as WTA, FIBA, CONMEBOL, Matchroom Boxing, NFL and EHF.
When it comes to the restructuring of the management, DAZN’s CEO and founder Simon Denyer will be joined by a new CFO, Stuart Epstein. Epstein’s experience of nearly two decades features top positions in Morgan Stanley and NBC Universal. James Rushton has been named as its Chief Revenue Officer who will be accountable for all products, revenue, and marketing.
The CEO of Perform Content will continue to be Ross MacEacharn and he will be joined by Ashley Milton as CFO. However, both the brands will report into one board, led by executive chairman John Skipper.
They will be collaborating closely on a commercial basis as DAZN is expected to benefit largely from Perform Content’s data to power its products. While Perform Content will continue to leverage and add value to the global rights which were acquired by DAZN.
Leonard Blavatnik’s Access Industries, the privately held group with global investments in multiple sectors, will continue to be the major shareholder of DAZN Group and support the growth of both brands.
“Perform Group has been one of the defining companies of the sports industry over the last decade. The exceptional growth and execution of DAZN in its first seven markets means we need to focus our efforts around our primary growth engine. Our B2B division continues to grow but now is the time for it to have its own separate identity and investment plan. We are delighted that it will continue to use the Perform name.” Denyer said.
“We have two enormous growth opportunities but they are distinct from each other. Consequently, we are re-organising to create dedicated management and standalone teams each with a clear and focused agenda and mission. We have an incredible opportunity to exploit significant shifts in sports media to drive great products to sports fans and create a company with ever more influence on the new sports media universe.” Skipper said.
