Global sports streaming service DAZN has renewed its broadcast partnership with Japanese soccer’s top-tier J.League until 2033.

The extension, signed and announced today (March 30), represents a five-year extension to their existing partnership deal, which was first struck in 2016, took effect the following year, and extended in 2020.

It builds on what DAZN has described as its successful entry into the Japanese market since 2016, with Formula 1 motor racing and Nippon Professional Baseball now also among its broadcast properties.

The deal also follows the installation of new management at both organizations last year. Subsequent discussions were held over the last year, with a view to further developing Japanese soccer and supporting the growth of both the J.League and DAZN.

DAZN has said the new agreement includes changes to its broadcasting rights fees due to the extended period and updates to the profit-sharing model introduced in 2020.

These, it says, will allow both parties “to develop from continued mutual growth to a healthy business and benefit respectively from each other's growth.”

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DAZN Group chief executive Shay Segev said: “Launched as our first market in 2016, DAZN has grown into the biggest digital sports platform in Japan. The success of the Japanese business is vital to DAZN's overall strategy, and this agreement reinforces our valued relationship with the J.League.

“This partnership is the foundation of our business in Japan. We are delighted to extend until 2033, and our continued investment will further contribute to the development of Japanese football together with the J.League.”

J.League chairman Yoshikazu Nonomura added: “Since the beginning of my tenure as chairman, DAZN and I have had a number of discussions about how best to continue growing together. In order for the J-League to grow into a more attractive league based on our new strategy, DAZN has agreed to expand the number of free-to-air match broadcasts.

“We feel that increasing the number of opportunities to experience the J-League in various forms, including the J3 League, which will now be retained by the J-League, will lead to an expansion of the fanbase and create a new partnership that will be a win-win for the J-League and DAZN.”