FREIBURG IM BREISGAU, GERMANY - SEPTEMBER 28: Detail close up of a DAZN microphone during the Bundesliga match between SC Freiburg and TSG Hoffenheim at Europa-Park Stadion on September 28, 2025 in Freiburg im Breisgau, Germany. (Photo by Daniela Porcelli/Getty Images)

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FIFA’s decision to launch FIFA+ exclusively on DAZN represents more than a distribution deal. It’s a sign of where soccer media is heading.

FIFA+ has existed as a direct-to-consumer platform designed to give soccer’s world governing body greater control over its content. While it successfully hosted archives, documentaries and legendary matches, it struggled with discoverability.

By integrating FIFA+ into DAZN, soccer’s world governing body has prioritized reach. Instead of building an audience from scratch, it is attaching its content to an established streaming service with a global soccer footprint.

“Integrating FIFA+ onto the DAZN platform is a great example of how FIFA is turning to DAZN to accelerate its relationship with fans,” said CEO of DAZN Shay Segev. “We can bring rights holders like FIFA a built-for-sport technology platform that gives them immediate global scale and reach, alongside a comprehensive product and feature set that goes far beyond the seamless broadcasting of live matches.”

Founded in 2007 as Perform Group, DAZN rebranded in 2015 and now broadcasts sports in over 200 countries. Outside of streaming, DAZN has also expanded into betting, gaming, e-commerce, merchandise and ticketing. It also owns a minority stake in the leading soccer website Goal.com since 2020.

“Bringing this [FIFA+] content onto DAZN creates immediate exposure,” Segev added. “We’re making it available in more than 200 markets and on most devices, which effectively turns the total addressable market into the entire global football audience.”

FIFA+ on DAZN will also offer viewers a chance this year to watch the FIFA U-20 Women’s World Cup, U-17 Women’s World Cup, U-17 World Cup and the Intercontinental Cup in many parts of the world.

Segev said the deal is “particularly important” for broadcasting youth and women’s competitions,“where historically access and visibility have been limited.”

“Our platform brings together a highly engaged base of passionate sports fans who may not have had the opportunity to discover this content before; we’re removing those barriers,” he added.

The deal, which builds on the Club World Cup collaboration between FIFA and DAZN, reflects a broader industry trend. Sports fans increasingly want fewer subscriptions and a less fragmented viewing experience. Rather than moving between multiple services to watch, audiences are gravitating toward platforms that can serve as comprehensive hubs.

“Our collaboration with FIFA on the FIFA Club World Cup 2025 was an important moment in our partnership,” Segev said. “It was a large-scale opportunity for DAZN and FIFA to work together end-to-end — combining our global broadcasting, distribution, technology and product capabilities with FIFA’s premium content and global resonance. Delivering that tournament exclusively at scale and making it available to millions of fans around the world for free, demonstrated what we can achieve together.”

DAZN’s ambition to become what FIFA calls the “Global Home of Football” aligns directly with this deal. By combining FIFA’s archive and other soccer content with DAZN’s portfolio of league and tournament rights, the platform moves closer to becoming a one-stop destination.

“We look at our ecosystem in a couple of ways: The ecosystem of rights and formats, and the ecosystem of experiences. These lenses are important, because we’re seeing a fundamental shift in how fans want to consume sport, driven by technology advances and generational changes,” Segev said. “At DAZN, we’re harnessing these forces to build a daily destination and the ultimate experience for fans, both today and tomorrow. It’s no longer just about 90 minutes of live action. Some fans want shorter formats – for example, highlights reels or news; some want deeper immersion during games – for example, through live social tools like comments and polls; and in some markets, fans can make the game more interesting by placing a bet on the result.”

The agreement also further reinforces DAZN’s positioning as one of the sport’s most comprehensive digital platforms. The company has spent years assembling rights across many top domestic leagues, international competitions and emerging properties. Adding FIFA’s archives and other hours of content fills important gaps in that strategy.

Indeed, FIFA controls some of the game’s most valuable historical footage, including decades of World Cup and Women’s World Cup content. In an era when nostalgia and documentary storytelling are driving engagement across sports, this library represents a significant asset. More importantly, FIFA content provides year-round engagement. Major FIFA tournaments occur periodically, but archive footage, historical matches, highlights and original programming create reasons for fans to return between live events.

“The FIFA+ World Cup archive and original programming is indeed a valuable history of football content and integrating this into DAZN is a natural extension of our joint ambition with FIFA to create the global home of football,” Segev said.

Clemente Lisi is the author of “The World Cup: A History of the Planet’s Biggest Sporting Event, 2026 Edition.”