DAZN and Its Infinity League: Diversification into an Entertainment Platform

Dennis-Julian Gottschlich and Yannik Rosenlehner
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Dennis-Julian Gottschlich: DAZN DACH GmbH
Yannik Rosenlehner: Center for Sports and Management, WHU—Otto Beisheim School of Management

A chapter in Diversify or Die, 2026, pp 287-295 from Springer

Abstract: Abstract In this chapter, the authors examine how DAZN is evolving from a rights-based sports streaming service into a diversified, fan-centric attention platform. In an era of fragmented consumer attention, DAZN pursues a three-pillar strategy of expanded business models, broader distribution, and flexible pricing to build a digital ecosystem designed to capture and monetize user attention. A key example of DAZN’s transformation is the Infinity League—a proprietary, interactive football format that blends sport and entertainment and reached 2.5 million fans in its second edition. The chapter concludes by showing how DAZN’s approach to original, platform-native content exemplifies what it takes to succeed in today’s attention economy—moving beyond broadcasting rights toward deeper fan engagement, innovative formats, and long-term loyalty.

Keywords: Diversification; Digital media disruption; New sports formats; Fan engagement; Attention economy; Entertainment; Platform; Ecosystem (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:fuobcp:978-3-032-08538-2_20

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DOI: 10.1007/978-3-032-08538-2_20

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