Fan incitement: Mascia, DAZN's head, encourages spectators to open vehicle doors
DAZN's Ambitions for Bundesliga Broadcasting and Beyond
In a move to revolutionise the German football landscape, DAZN, the streaming giant, has secured broadcasting rights for the Bundesliga's Sunday games and the traditional Saturday conference up until 2029. However, the journey to this point has not been without its challenges.
DAZN's CEO, Alice Mascia, has maintained a "very good relationship" with Hans-Joachim "Aki" Watzke, the CEO of Borussia Dortmund and spokesman for the DFL presidency. This relationship, despite a dispute and subsequent lawsuit from last year, remains strong enough for Watzke to hypothetically sign a positive agreement in the future.
Mascia's vision is to make football more emotional and innovative. To achieve this, she plans to install microphones on benches, as is common in volleyball and basketball, and open dressing room doors for fans. She believes that more access corresponds to fans' expectations and is in the interest of clubs and league officials.
However, DAZN faced a setback in the initial auction for the largest rights package B with 200 live games. The company was defeated by Sky, a rival broadcaster, and subsequently filed a lawsuit against the DFL decision in spring 2024. The German Arbitration Institute decided that the auction must be repeated due to the lawsuit, and recent discourse has not focused on any current negotiations or discussions between Mascia and the DFL regarding the installation of microphones on football dressing room doors.
Mascia argues that the monetization would gradually shift towards individual players if more access is not provided, which could lead to an existential problem for leagues and clubs in the long run. She also welcomes steps such as referees' cameras and referees explaining changed decisions via stadium microphones.
In an interview with the "FAZ", Mascia assured that the relationship with the DFL remains respectful. She believes that Aki Watzke would agree that their relationship remains good. Despite the challenges, Mascia remains committed to her vision of making football more accessible and engaging for fans.
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