DAZN Acquires EverPass Media to Drive US Market Expansion

Global sports entertainment platform DAZN has made a definitive move in the United States market. By acquiring EverPass Media, the company secures a technological foundation to deliver sports content directly into bars, restaurants, and hotels. EverPass was founded in 2023 by 32 Equity and RedBird Capital Partners. The business is now set to be rebranded as DAZN for Business. Through this move, DAZN aims to go beyond the individual fan at home and become the central hub for commercial hospitality venues worldwide.

The deal is strategically calculated. EverPass holds the exclusive commercial distribution rights for the NFL Sunday Ticket. This means any commercial establishment in the US wishing to broadcast Sunday NFL games will now indirectly work with DAZN. Beyond football, the portfolio includes the English Premier League, UEFA Champions League, and US leagues like the NBA, MLB, and NASCAR. Following the acquisition, EverPass CEO Alex Kaplan will take on a larger leadership role within the DAZN Group.

Numbers and facts

While the full financial details of the acquisition were not disclosed, the structure of the new partnerships indicates the scale of the deal. RedBird Capital Partners, 32 Equity, and TKO Group Holdings will become minority shareholders in DAZN as part of the transaction. EverPass also brings existing distribution partnerships with giants like Peacock, Netflix, Paramount, and Apple to the table. Access to NFL content, in particular, is considered the gold standard for sports broadcasters in the US.

"DAZN can now serve every type of customer in the US – from individual sports fans using the DAZN app to commercial venues looking to provide the best possible viewing experience for their customers." - Shay Segev, CEO of DAZN Group

This statement highlights the hybrid approach. DAZN is already active in over 200 markets and recently launched a new channel for NCAA college sports. The integration of EverPass is intended to bridge the gap between digital streaming for private users and traditional cable or satellite distribution in commercial settings. Hans Schroeder of the NFL emphasized that this partnership would deepen the reach of the NFL Sunday Ticket in a key market segment.

Background

The US market is highly competitive. While streaming services like Netflix and Apple are increasingly investing in live sports, traditional hospitality businesses often struggle with legacy distribution methods. EverPass was created specifically for this: a purpose-built streaming platform for commercial use. Gerry Cardinale of RedBird explained that many businesses are still tied to old systems while content has moved to the cloud. DAZN is now using this technical infrastructure as a springboard for its global B2B expansion.

Why it matters for German players

For sports betting fans in Germany, this development is indirectly significant. DAZN is already an established partner for many bookmakers in the region, often offering integrated betting features. A stronger parent company ensures more stable broadcasting rights, which is essential for live betting. However, German users must remember that gambling in connection with sports broadcasts is governed by the State Treaty on Gambling 2021 (GlüStV 2021). Anyone betting while watching sports in a bar should only use providers listed on the official whitelist of the Gemeinsame Glücksspielbehörde der Länder (GGL).

Betting in Germany is strictly regulated. There is a cross-provider deposit limit of 1,000 euros per month, monitored via the LUGAS system. Furthermore, stakes for online slots are limited to 1 euro per spin. These rules serve player protection and addiction prevention. DAZN itself often acts as a partner for licensed betting providers in Germany, underlining the platform's legitimacy. Nevertheless, caution is advised: only platforms with a German license offer full legal protection and fair odds.

What it means for GGL-licensed casinos

For German online casinos with a GGL license, DAZN's global expansion could open new marketing avenues. DAZN for Business could theoretically gain a stronger foothold in German sports bars. Since gambling advertising in Germany is subject to time restrictions (no TV ads for online casinos before 9 PM), sports sector cooperations often provide the only way for legal visibility. GGL-licensed operators must ensure their logos and offers do not appear in environments targeting minors. The professionalization of sports broadcasting through DAZN helps create a reputable environment for legal betting and casino products, provided all regulatory requirements of the GlüStV are met.