Fans urged by DAZN chief Mascia to unlock vehicle doors for a better viewing experience
DAZN and the German Football League: A Tale of Dispute and Innovation
In the world of sports broadcasting, the relationship between DAZN and the German Football League (DFL) has been a topic of interest. The CEO of DAZN, Alice Mascia, and Hans-Joachim "Aki" Watzke, the CEO of Borussia Dortmund and spokesman for the DFL presidency, are reported to have a "very good relationship."
However, this relationship has been tested by a legal dispute over the rights to broadcast 200 live games, known as the largest rights package B. The dispute led to the repeat auction of this significant bundle, a competitive process among streaming services and traditional broadcasters.
Despite the legal dispute, the relationship between DAZN and the DFL has not been damaged. As of the latest information, there are no publicly reported agreements between Mascia and the German Football Association (DFB) regarding access to locker rooms, microphone installations on coaches' benches, or other innovations.
Mascia's vision for football broadcasting is one of innovation. She believes in providing more access to players and more content to fans. Her ideas include referee cameras, coaches' bench microphones, and open locker rooms. Mascia sees these innovations as aligning with fans' expectations and the interest of club and league decision-makers to prevent monetization from shifting towards individual players.
Mascia warns that a gradual monetization shift towards individual players could lead to an existential problem for leagues and clubs. Her goal is to renegotiate the balance between leagues, clubs, and individual players regarding monetization.
Last year, DAZN filed a lawsuit against the DFL decision regarding the auction for the largest rights package B with 200 live games. The German Arbitration Institute decided that the auction must be repeated due to the dispute between DAZN and the DFL.
In a positive turn of events, DAZN has secured broadcast rights for Bundesliga games, including Sunday games and the traditional Saturday conference. Despite the legal challenges, Mascia remains optimistic, aiming to make football more emotional and connected with fans, citing the importance of staying connected in the age of social media.
Mascia's ideas for innovation are not limited to broadcasting. She wants to install microphones on coaches' benches, similar to those used in volleyball and basketball. She also suggests opening locker room doors to fans, citing players' sharing of personal insights on social media.
As the story unfolds, it's clear that Mascia's vision for DAZN is one of innovation and connection, aiming to bring fans closer to the crazy games they love. The repeat auction for the largest rights package B with 200 live games is just one chapter in this ongoing story.
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