Bergamo, Italy – As the 2026 FIFA World Cup approaches, DAZN Italia is preparing to deliver comprehensive coverage to its subscribers, extending beyond traditional television screens to bars and mobile devices. DAZN Italia CEO Stefano Azzi, in a recent interview, outlined the platform’s strategy for broadcasting all 104 matches of the tournament, a significant step in the evolution of football streaming. The company, which has been bringing Serie A football to Italian homes since 2018, is aiming to craft the World Cup accessible “everywhere,” according to Azzi.
Azzi, who has been at the helm of DAZN Italia for four years, draws parallels to the successful sports business model in North America, where platforms like NBA and NFL dominate the landscape. His vision extends beyond simply broadcasting matches; it’s about “investing, entertaining, and innovating” to combat illegal streaming and collaborating with Serie A clubs to enhance the overall product. This approach reflects a broader shift in how sports content is consumed, moving away from passive viewing towards interactive experiences.
The conversation began with a personal reflection from Azzi on his own connection to the World Cup, recalling the 1982 tournament and the impact of Paolo Rossi’s goals on a young fan. “The national team still united people,” he noted, a sentiment that underscores the cultural significance of the event. However, he acknowledged a shift in Italian football fandom, with supporters now often divided by club allegiance and ingrained habits.
DAZN’s commitment to accessibility is central to its strategy. “In reality, we’ll be everywhere, even in bars,” Azzi stated. “With streaming, football is at your fingertips; you have the match in your pocket.” This accessibility is a direct response to the changing habits of football fans, who increasingly expect to consume content on demand and across multiple devices. The platform’s expansion into streaming has coincided with significant infrastructural improvements in Italy, making this level of access possible.
The rise of streaming has, according to Azzi, resolved a previous incompatibility between live sports and digital delivery. “Today, we’re used to this type of consumption,” he explained. “When we entered the market, we found a country that wasn’t always digitalized and had television consumption habits that had been consolidated for twenty years.” DAZN is now offering a more interactive experience, allowing fans to engage with each other during matches and even chat with players.
Subscribers can expect a comprehensive offering surrounding the World Cup, including in-depth analysis, pre- and post-match shows, and a focus on storytelling. The tournament has been integrated into DAZN’s existing “Full” and “Family” subscription packages and will also be available in public venues. Even as the exact financial investment remains undisclosed, Azzi confirmed it’s part of a larger strategy that began with the Club World Cup and includes access to content through FIFA+.
Addressing the persistent issue of piracy, Azzi offered a surprising perspective: “You’ll be surprised, but I assure you, it’s not a pricing issue.” He pointed out that even free content is often illegally streamed, and DAZN’s pricing – roughly 90 cents per day – is competitive. He identified the root cause as a cultural issue related to a sense of impunity, with some individuals viewing piracy as a victimless act. “The most important lever remains sanctions, because they educate,” he emphasized, highlighting the importance of enforcement of existing regulations.
Despite concerns about the declining appeal of the Italian domestic league, Azzi remains optimistic. “The heart of the fan continues to be in domestic football,” he said, noting a 15% increase in viewership to an average of 6 million viewers per matchday. However, he acknowledged the anxieties surrounding the “French effect” – the potential devaluation of broadcasting rights after 2029. “Serie A is a right we want to continue to invest in,” he stated, advocating for collaboration between the league, clubs, and DAZN to maintain its value.
Azzi drew inspiration from the NFL’s approach to fan engagement, emphasizing the importance of entertainment, community involvement, and creating a unique stadium and television experience. He suggested that there’s significant untapped potential in filling the gaps between game action with compelling content. DAZN is also exploring a potential partnership with Serie A clubs, similar to ESPN’s relationship with the NFL, allowing them to become shareholders in the platform.
The increasing revenue generated by international competitions raises concerns about a widening gap between clubs participating in these tournaments and those that don’t. Azzi believes a balance is needed, emphasizing that the domestic league remains the primary driver of audience engagement. He suggested that greater flexibility in experimentation could unlock new opportunities to revitalize the product.
Addressing the perception that younger generations have shorter attention spans, Azzi acknowledged that his own children often turn to their smartphones during lulls in play. “That’s when we require to entertain them with content,” he said, advocating for a willingness to challenge traditional football formats and leverage technology to enhance the viewing experience. He also defended the use of Open VAR, arguing that it serves an educational purpose and that 90% of customers want access to the audio and video from the VAR review process.
When pressed for a prediction on the Serie A champion, Azzi remained diplomatic. “Since I arrived, there’s been a change every year. I like that very much because it creates attention.”
Looking ahead, DAZN Italia is focused on delivering a comprehensive and engaging World Cup experience, while simultaneously working to strengthen its position in the Italian football landscape. The platform’s success will likely hinge on its ability to innovate, adapt to changing consumer habits, and forge strong partnerships with key stakeholders in the sport.
