Discussions between DAZN and Proximus regarding Pro League involvement
In a recent development, streaming service DAZN and telecommunications company Proximus have resumed negotiations over the distribution of topflight football in Belgium. The renewed talks come after DAZN, which has been the exclusive rights holder for Belgian Pro League matches since the start of the new season, made concessions and expressed a willingness to earn less than originally hoped.
The initial deal between DAZN and the Belgian Pro League, covering the distribution of matches between 2025 and 2030, was agreed upon for an estimated €84 million. This agreement, however, has excluded Belgium's TV platforms until now.
DAZN's decision to negotiate with Proximus could potentially pave the way for other platforms to follow suit on similar terms. If an agreement is reached, Proximus could broadcast not only the Pro League but also redistribute DAZN's wider offer.
The negotiations have garnered attention from various quarters, with Georges-Louis Bouchez, chairman of Pro League football club Royal Francs Borains, emerging as a potential peacebroker. Meanwhile, the CEO of DAZN Belgium has criticized the country's telecom companies for the continued failure to reach an agreement on the distribution of topflight football.
In a positive turn of events, Proximus has renewed its partnership with the Royal Belgian Football Association (RBFA) for another four years, underscoring its ongoing commitment to supporting Belgian football at all levels.
The agreement between DAZN and RTBF also allows RTBF to run a Sunday evening highlights programme until mid-2030, and several commentators/analysts under contract with RTBF will also be allowed to appear on DAZN.
Viewership figures for DAZN's coverage of the Belgian Pro League have been impressive so far. The platform recorded 750,000 views for the first eight matches of the season, with viewership increasing to 2 million in June and 2.5 million in July.
Despite the progress made, an official statement regarding who concluded the contract for the distribution of the Belgian football championship between DAZN and Proximus is yet to be released. The successful resolution of these negotiations could mark a significant shift in the distribution of topflight football in Belgium.
