It reached a global agreement with Matchroom Boxing earlier this summer
DAZN has raised its prices from £1.99-a-month to £7.99-a-month in the UK and Ireland after its agreement with Matchroom Boxing.
This follows in the footsteps of a similar move by the company in Italy, where it tripled subscription costs after becoming the primary broadcast partner to Serie A. Amazon Prime also revealed that its Ligue 1 coverage would cost an additional fee in France after it gained the rights to the competition.
Matchroom Boxing events became available on DAZN to UK and Ireland viewers from July, after a five-year global deal was agreed between the pair earlier this summer. Matchroom had formerly shown its boxing through Sky Sports.
In addition, DAZN subscribers have access to the Women’s Champions League after a deal in June, although this is also available for free through YouTube.
Speaking to SportBusiness, Joe Markowski, executive vice-president, global platform and revenue innovation at DAZN, claimed that consumers will believe the price hike is lower than it could have been.
He said: “I genuinely believe the price rise will be welcomed by fight fans as on average the expectation was somewhere around £9.99 [per month].
“We believe we can build a very healthy, economically sound business based on the data we’ve seen at this price point.”
He added:“It’s representative of the content investment. We can technically and operationally turn up those [global] markets when the right content and distribution opportunities come to our business.
“The UK has had one of those come in and we’ve said ‘yes, we’ll take that, we’ll supersize that market’. I think when we ‘supersize’ markets, it’s fair that there’s a price rise there because the content investment and quality of the product goes up.”
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