DAZN, the global OTT streaming service, has struck a new partnership with prediction markets company ADI Predictstreet aimed at broadening the distribution of prediction market content internationally.

This ‘exclusive’ deal will see DAZN integrate ADI Predictstreet markets across its content, allowing customers to wager in real time directly during broadcasts.

The agreement will cover all global markets DAZN operates in that ADI Predictstreet is licensed to operate, so crucially will exclude major DAZN territories such as Italy.

With this in mind, the OTT platform and ADI Predictstreet have identified the US as a key market, but have said they will have to wait until the “required regulatory framework and licenses” are in place before launching in the territory.

ADI Chain, the UAE-based blockchain tech platform, will provide the digital infrastructure that forms the basis of the deal, which will include the creation of a DAZN-branded cryptocurrency ‘stablecoin’, alongside other planned digital integrations.

Speaking on the announcement, DAZN chief executive Shay Segev said: “Prediction markets are becoming one of the most exciting and rapidly growing forms of digital fan engagement. This exclusive partnership combines ADI Predictstreet’s innovative regulated platform with DAZN’s global reach, premium rights, and direct relationship with sports fans in more than 200 markets.

“Together, we have the opportunity to create an entirely new way for fans to participate in the sporting moments they care about most.”

This deal capitalizes on a March tie-up between DAZN and ADI Predictstreet, which was focused on fan engagement across the ongoing FIFA World Cup.

ADI Predictstreet became FIFA's inaugural partner in the prediction market category in April through a multi-year tie-up, and has appeared prominently throughout the tournament.

Dimitrios Psarrakis, ADI Predictstreet chief executive, added: “ Our partnership with FIFA gives ADI Predictstreet a unique position at the heart of the world’s biggest sporting event. 

“By partnering exclusively with DAZN, we can now combine that position with the reach and engagement of the world’s leading global sports platform. Our shared ambition is clear: to build the leading regulated sports prediction market experience globally, with the United States at the centre of our long-term strategy.”