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DAZN partners with Pragmatic for sports betting brand

A new sports betting brand, DAZN Bet has been announced to soft launch in August. The brand is the creation of the sports streaming business DAZN, which has partnered with gaming and betting supplier Pragmatic Group.

DAZN is planning to launch its new business to offer sports betting under a new brand name, and will be headquartered in Gibraltar, planning to do business “in multiple regulated territories”. Pragmatic has partnered with DAZN for this exclusive multi-year deal.

Pragmatic launched its sportsbook just this month, and operators have been showing interest right from the get-go. DAZN described the new sports betting brand as “a fun, convenient, and integrated experience for casual bettors to enjoy alongside DAZN’s live sports streaming”.

This change comes shortly after a big staff change at DAZN last year, when Shay Segev – previously chief executive of Entain – was hired as the new DAZN CEO. Other moves included hiring Ian Turnbull for the new role of executive vice president for betting and gaming, as well as Sandeep Tike as chief technology officer.

The beta version of the new betting product is set to soft launch at the beginning of the 2021/22 European football season in August.
Segev released a statement on the new project: “The convergence of sports media and betting is the future.

“This historic partnership brings together the leading sports media company and a technology partner who is committed to developing innovative experiences for fans. It underscored DAZN’s commitment to revitalizing the sports viewing experience by offering a broader spectrum of digital entertainment for fans.”