DAZN partners with Germany’s Kicker for soccer hub on TikTok
DAZN, the international over-the-top subscription service, has teamed up with Germany’s largest soccer portal Kicker to launch a new soccer hub on Chinese video-sharing platform TikTok.
The new ‘Football Hub’, which launched today, provides users with exclusive behind-the-scenes coverage of German soccer’s top-tier Bundesliga from DAZN, including live streams, game results, statistics, hashtag challenges and personal insights into the lives of the players.
It will also have video tools and filters to inspire creativity in the TikTok community and encourage people to show their passion for the game. The hub’s in-platform game will allow fans to come together as teams and bet on the outcome of some of the biggest matches in the Bundesliga.
DAZN holds rights to the Bundesliga in Germany, Austria and Switzerland and is showing 45 matches on Fridays, Sunday lunchtimes and Mondays in the 2020-21 season. It also has the rights to European soccer’s Uefa Champions League.
In June, DAZN acquired rights to the Bundesliga for the 2021-22 to 2024-25 cycle, and will stream 106 matches per season. It also secured rights to the Champions League from 2021-22 to 2023-24, and will show 122 out of 138 games each season.
Thomas de Buhr, executive vice-president of DAZN in the DACH region, said: “Extending our content into the hub on TikTok offers fans many new opportunities to directly access exclusive DAZN football content.”
Charlotte Kohlhas, manager of TikTok’s media partnerships in Germany, Austria and Switzerland, added: “We already have a lot of creative football content on our platform, so it was logical next step for us to create this hub of incredible content. Right now, football fans have limited access to stadiums, so this is a great alternative on TikTok with so many possibilities to interact and for fans to feel closer to their favourite clubs and players.”
David Gohla, product manager social media at Kicker, said: “By working with TikTok, Kicker reaches new fans. At the same time, we can contribute to the attractiveness of the Football Hub with our editorial expertise and up-to-date and thus actively accompany the exciting development on the TikTok football pitch.”
Meanwhile, DAZN has extended its partnership with cloud-based video solutions company M2A Media to acquire live sports content from its international rights partners.
DAZN first partnered with M2A Media in 2016 to integrate its M2A Live solution to deliver low latency, low buffering, high quality video in its OTT service.
Under the deal, M2A Media will use its cloud IP transport service M2A Connect to manage bookings and associated spend for DAZN by optimising its use of the public cloud for moving live sporting event feeds.
M2A Connect will also allow DAZN to self-manage inbound cloud IP feeds, while monitoring their transit across public cloud infrastructure. The work is carried out using an M2A Connect console.
Neil Colligan, chief delivery and development officer at DAZN Group, said: “Until recently, distribution over IP was used mainly for consumer only services, or non-live content. We are now witnessing an evolution in this space and the shift to cloud IP is becoming more apparent.
“M2A Connect is the perfect solution for our current acquisition requirements. If offers us a cost-effective way to provide resilience, move quickly, while also expanding our reach and relevance, with the type of content that may not otherwise get their airtime it deserves.”
Marina Kalkanis, M2A Media chief executive, said: “We have a long and valued relationship with DAZN. An early adopter of our live streaming and VOD services, we are thrilled to now extend our partnership through our latest product M2A Connect. Both pioneers in this space, M2A Media and DAZN are an excellent match in terms of our culture and ambition and we are excited to work together to further push the boundaries of cloud-IP transport for live video.”
In July, M2A Media struck a partnership with motor racing’s Formula 1 to distribute customised live race streams to the series' broadcast partners.
As part of the partnership, Formula 1 adopted M2A Connect to monitor live streams and deliver tailored video to multiple regions.