London-based sports streaming service DAZN has acquired OTT platform ViewLift in a strategic merger designed to bolster its position in the competitive U.S. Sports market, particularly as it pursues rights deals with the NBA and NHL. The deal, reportedly valued around $100 million, is expected to close by the end of June, according to industry sources.
The acquisition comes at a critical juncture as 20 teams – 13 from the NBA and seven from the NHL – are seeking new local broadcast solutions following their departure from Main Street Sports Group. DAZN and ViewLift are both actively pitching to these teams, with many reportedly aiming to finalize agreements before the May advertising upfronts. This timing underscores the significance of the DAZN-ViewLift arrangement, providing a combined offering to secure these valuable local broadcast rights.
A Two-Pronged Approach to Local Broadcast Rights
ViewLift co-founder and CEO Rick Allen outlined two primary options for the 20 teams seeking broadcast solutions. The first, dubbed “ViewLift Classic,” allows teams to leverage ViewLift’s existing infrastructure to power and monetize their direct-to-consumer (DTC) apps without minimum guarantees. Several teams already utilize this model, including the Denver Nuggets and Colorado Avalanche (through Altitude+), the Washington Wizards and Capitals (Monumental+), the Boston Red Sox (NESN 360), the Houston Rockets and Astros (Space City Home Network+), and the Chicago Bulls, Blackhawks, and White Sox (Chicago Sports Network app).
The second option involves integrating teams into DAZN’s subscription streaming model. In recent pitches, DAZN has reportedly offered minimum guarantees ranging from $8 million to $15 million, coupled with a plan to simulcast 10 to 15 games on local over-the-air (OTA) channels or behind their paywall. This hybrid approach aims to gain traction in key local NBA and NHL markets, balancing revenue guarantees with broader accessibility.
DAZN’s Financial Backing and Market Position
Allen emphasized DAZN’s substantial financial resources, describing it as an “enormous $16 billion, 4,000-person company.” He asserted that DAZN’s financial stability alleviates concerns about potential payment issues, stating, “The [DAZN] checks cash, they will always cash. The backing for this company is astounding.” This assurance is particularly relevant given the teams’ recent experience with Main Street Sports Group and the need for reliable financial partners.
The move signals DAZN’s commitment to becoming a major player in the U.S. Sports streaming landscape. Although DAZN already holds international rights to properties like the NFL Game Pass and NHL.TV, expanding its footprint in the U.S. Has proven challenging. The acquisition of ViewLift, with its established relationships with numerous U.S. Sports teams and regional sports networks, provides a significant boost to DAZN’s efforts.
What This Means for the NBA and NHL
The DAZN-ViewLift merger creates a compelling new option for NBA and NHL teams navigating a rapidly evolving media landscape. Teams are increasingly exploring direct-to-consumer streaming options to retain control over their content and build direct relationships with fans. ViewLift’s expertise in this area, combined with DAZN’s financial muscle and streaming infrastructure, offers a potentially attractive solution.
However, the success of this strategy will depend on DAZN’s ability to effectively market its streaming service and attract a sufficient number of subscribers. The simulcasting plan, offering a mix of free-to-air and paywalled games, is a key component of this effort, aiming to broaden reach and build a loyal audience. The next few weeks will be crucial as DAZN and ViewLift finalize negotiations with the 20 teams seeking new broadcast partners. The outcome will likely shape the future of local sports broadcasting for both the NBA and NHL.
For fans, this development could indicate more options for accessing local games, potentially at a lower cost than traditional cable or satellite subscriptions. It also highlights the growing trend of sports leagues and teams taking greater control of their media rights and distribution channels.
The deal is expected to close by the end of June, at which point DAZN and ViewLift will continue their pitches to the 20 teams. The advertising upfronts in May represent a key deadline, as teams seek to secure broadcast deals before the start of the next season.
Archysport will continue to follow this developing story and provide updates as they become available.
