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Volume 26 No. 181
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DAZN Launches New Campaign To Highlight Upcoming "Fight Season"

DAZN on Sunday will debut its new fall marketing campaign on "primetime TV's biggest stage, running a 60-second spot" during NBC's broadcast of "SNF," according to Anthony Crupi of AD AGE. The streaming service's "It's Fight Season on DAZN" campaign is "set to air just six days before the IBF middleweight title bout" between Gennady Golovkin and Sergiy Derevyanchenko. The DAZN promo also "sets up the Nov. 2 Canelo Alvarez-Sergey Kovalev" fight. DAZN's fall boxing slate "concludes Dec. 7 with a rematch between heavyweights Anthony Joshua and Andy Ruiz Jr." Designed to "convert fight fans into DAZN subscribers, the fall campaign will feature 30-, 15- and six-second versions of the two-minute spot." The promo is "slated to air in NBC's four subsequent NFL broadcasts -- DAZN also has invested in the network's upcoming Notre Dame college football slate" -- as well as its EPL broadcasts. The 30-second spots will become "increasingly tailored to the specifics of the most proximate upcoming bout." While the new 60-second effort is "tasked with setting the mood for the season ahead, the 30-second spinoffs will close out with a more direct call to action." DAZN also has "bought a mix of linear TV and digital inventory in select CBS, WarnerMedia and Viacom programming, as well as on NBCUniversal's Spanish-language network Telemundo and its broadcast rival Univision" (ADAGE.com, 9/26).