DAZN Delivers Over 100,000 Personalized Campaigns with Optimove

About DAZN

DAZN is the world's leading live sports streaming service, available in over 200 territories. It is home to major sporting events including the Super Bowl, El Clásico, Formula 1, and the UEFA Women's Champions League. 

DAZN has expanded into new revenue streams, including pay-per-view events, NFL Game Pass International, and sports betting through DAZN Bet. That expansion is building a subscriber base that is larger, more varied, and harder to serve with a single product. 

The Challenge: Managing a Diverse, Data-Rich Global Audience at Scale

DAZN's CRM team operates in a complex environment. The platform serves millions of subscribers across more than 200 territories, each with a different mix of sports rights, content affinities, and viewing habits. 

A customer in Italy follows Serie A. A customer in Germany follows the Bundesliga and the Champions League. Casual fans who signed up for a single marquee event behave nothing like die-hard subscribers who stream every week. 

The team had access to rich behavioral data covering what, how, and when subscribers watched. Turning that depth into actionable campaign decisions was anything but straightforward.  

Audience builds relied on SQL, requiring dedicated operational staff and adding layers of complexity for CRM managers who simply wanted to run smart campaigns without a data engineering background. 

The segmentation model had limitations of its own. Customer profiles were built as behavioral clusters, grouping people by primary content affinity. A Bayern Munich fan was only ever a Bayern Munich fan. When that team started underperforming mid-season and the same customer began watching boxing, there was no easy way to see it. There was no way of knowing that a push around an upcoming fight would land better than another Bundesliga reminder. The result: campaigns that sent the wrong content to the right person, at exactly the moment they were most likely to churn. 

Measuring what was working was equally difficult. With the volume of campaigns running and the analytical resources required to process results, gaining performance insights quickly was a recurring challenge. That made it hard to test, learn, and iterate at the pace the business demanded. 

The Solution: Smarter Targeting, Powered by Real Customer Intelligence

DAZN selected Optimove to upgrade its marketing technology stack. Optimove went live four months after data ingestion began. 

A Richer View of Every Customer. Optimove's bespoke customer model gives DAZN's team a far more granular picture of their subscriber base. Beyond identifying a customer's primary sport or team, the platform surfaces layered behavioral signals: what content they're watching, how they're engaging, and when. The team can spot emerging interests before they become obvious. A subscriber whose football engagement is waning, but whose boxing watch time is climbing now shows up as a boxing fan in the making, not just a distracted football viewer. 

Intuitive Campaign Management. Audience builds that previously required SQL queries and dedicated analytical resources are now handled through Optimove's Mission Control and Target Group creation tools. CRM managers can build, prioritize, and launch campaigns without technical overhead. With test and control audiences built into every campaign, measuring what's working no longer waits on an analyst. 

One Platform, All Channels. All marketing and service communications, including email, push notifications, in-app messaging, and social audiences, are now managed within Optimove. A single view of every campaign across the customer lifecycle has given the team greater ownership and tighter control over how and when customers are contacted, reducing the risk of over-messaging the very subscribers most likely to leave. 

Results: From SQL Queries to Self-Serve Campaigns

Since launching with Optimove, DAZN has delivered more than 100,000 unique campaigns across every stage of the customer lifecycle. Audience builds that once required SQL queries and analyst time are now created by CRM managers through self-serve Target Group creation. Email, push, in-app messaging, and social audiences, previously handled in separate tools, are consolidated in a single platform.

“Our CRM plans are continuing to evolve and Optimove is helping us to pivot away from the primarily event-led campaigns to a much more personalized, customer behavior-led approach.”

Andrew Stuart, Senior CRM Manager, Technology, DAZN

In Summary

DAZN's subscribers change what they watch faster than any fixed segment can describe them. With Optimove, the CRM team can follow those shifts without waiting on a data engineer to build the audience. DAZN now moves at the speed of its subscribers' shifting interests, not the speed of its data pipelines.

See how Optimove can help your CRM team deliver personalized campaigns at scale, without relying on SQL or technical teams. Request a demo.