DAZN last month said that its platform was "ready to do whatever it takes to sign" GolovkinGETTY IMAGES
Gennady Golovkin's promoter Tom Loeffler said that the boxer will "decide before the end of the year on his next broadcast partner," as he is being "aggressively pursued" by ESPN and DAZN, according to Dan Rafael of ESPN.com. Golovkin, who had been "under an exclusive contract with HBO, became a broadcast free agent" following his loss to Canelo Alvarez in September. Loeffler said that the platform Golovkin signs with will also "become the home for his 'Superfly' series and the rest of the fighters he works with." Rafael noted DAZN "wants Golovkin badly because of its desire to make a third fight" between him and Alvarez. DAZN North America Exec VP Joe Markowski last month said that his platform was "ready to do whatever it takes to sign Golovkin" (ESPN.com, 11/25).
ALTERNATE APPROACH: DAZN Exec Chair John Skipper said that the OTT service will introduce its new ad model in the next "six to eight months" with plans to "integrate advertisers into programming through means such as sponsored content and product placement." The WALL STREET JOURNAL's Lara O'Reilly noted DAZN "doesn’t want to reproduce the ad repetition that sports fans have come to expect on TV." Skipper: “They are tired of seeing the same damn ad in a three-hour game six times. And they see it the next time they watch a game six more times, and it just drives them crazy.” O'Reilly noted earlier this month, DAZN "began a U.S. marketing campaign across TV, online and out-of-home that aims to draw in new subscribers in the buildup" to Alvarez' first fight on the platform against Rocky Fielding on Dec. 15 (WSJ.com, 11/23).
