There has been a revolution in the needs of sports fans across different sports and markets around the world. We helped DAZN create an original, brave, fan-led brand positioning to win in the new world of sport.
Through ethnographic; cultural and creative qualitative research in key global markets, we explored the big future needs of sports fans. We spent time at J-League soccer in Tokyo, European soccer in Spain and Italy, NHL in Toronto and MMA in New York to understand the role and meaning of sport.
The work helped DAZN create a World Class, Ballon d’Or of a brand positioning that will move them beyond the conventions of the category and drive radical, breakthrough growth in Asia, South America and Europe.