Following the merger of Perform sports content and data visual with STATS, DAZN Group will now focus its attention on streaming.
After a strategic review, it was speculated that DAZN wanted to sell Perform to finance global expansion and the acquisition sports rights.
The company changed its name to the DAZN Group in October and split its streaming and B2B businesses, opening the door for a sale.
STATS and Performing
DAZN includes the streaming service, as well as other online properties like Goal.com. Perform Content provides wholesale video services for broadcasters and betting companies as well as data services through Opta.
Vista Equity Partners, an investor firm that focuses primarily on enterprise software and ventures in data, helped to fund the transaction. DAZN will receive cash as well as a minority share of the newly formed company.
The combination of Perform’s data and STATS’ Artificial Intelligence capabilities will create a market-leading business in sports technology, creating new experiences and opportunities for broadcasters, sports organisations, and bookmakers. In 2015, STATS acquired ProZone.
Carl Mergele, CEO of STATS, stated that Perform will make STATS the best artificial intelligence company in the world. He said that Perform would provide deeper, more reliable data and insights which are essential for our global partners. “We will be able not only to offer better services to our existing customers but also have the chance to expand our presence into global markets where Perform has been a leader for digital sports content for many years.”
Simon Denyer, CEO of DAZN Group, said, “It’s great that we welcome a new age for all our content products and B2B partners,” “We have built a strong global client and content portfolio over the past 12 years, but STATS and Perform bring the service to a whole new level.
“While we will remain an active minority shareholder in this new business, this deal allows the group focus on DAZN which will be our investment with all net proceeds.”
DAZN is present in many countries in North America, Europe, and Japan. It aims to be the ‘Netflix of Sport.
DAZN’s flexibility is the main attraction. The subscription model is subscription-based, but you can pause it if you are on vacation – far more flexible than the 12- to 18-month contracts imposed by traditional broadcasting giants. It works directly on the device that they choose, bypassing traditional platforms like satellite and cable.
This expansion, however, is expensive. DAZN is believed to have invested billions in sports rights.
It is believed that Sir Leonard Blavatnik, the founder of DAZN’s majority shareholder Access Industries has also lent hundreds upon millions.
He said that the combination of Perform and STATS creates an opportunity for sports fans to experience a new kind of sport. We look forward to working together with Vista and the new business, while we continue to focus on maximizing DAZN’s potential.