DAZN & Top Rank: Streaming Deal Boosts Boxing Strategy in US

Sports streaming service DAZN is making a significant play for boxing fans in the U.S., announcing a multi-year rights deal with Top Rank, the promotion company founded by the legendary Bob Arum. The agreement, unveiled Wednesday at a press briefing at Madison Square Garden, signals a renewed ambition for DAZN to establish itself as a major player in the American sports market.

For Top Rank, the deal provides a crucial U.S. Broadcast platform after their previous agreement with ESPN lapsed last summer. Throughout its six-decade history, Top Rank has forged strong relationships with premium cable networks like HBO and Showtime, but this partnership marks a shift towards the streaming era.

A History of Shifting Strategies

DAZN’s journey in the U.S. Has been marked by a series of strategic pivots and high-profile executive changes. John Skipper, formerly of ESPN, initially took the helm in 2018, sparking considerable speculation about the service’s potential in the States. He was followed by Kevin Mayer, a veteran of Disney, who served as chairman until 2023. Even as both leaders brought significant media experience, DAZN’s U.S. Strategy remained somewhat fluid.

More recently, the appointment of Walker Jacobs, who previously oversaw Twitch and sports initiatives at Amazon, has been seen as a key move. Jacobs as well held executive roles at Turner Sports, including involvement in the acquisition of Bleacher Report. His arrival suggests a more focused approach to building DAZN’s presence in the U.S. Market. As reported by Yahoo Sports, DAZN executives indicated they are now profitable and view the U.S. As a key growth area.

Beyond Boxing: A Global Sports Portfolio

While boxing is central to this latest partnership, DAZN’s ambitions extend far beyond the ring. The streamer already holds rights to Italian Serie A soccer and broadcast the FIFA Club World Cup in the U.S. Last summer. Globally, DAZN has secured rights to major leagues like the NFL and Major League Baseball in select territories. This diversified portfolio positions DAZN as a broad-based sports entertainment platform, rather than a niche offering.

DAZN’s strategy also includes a tiered subscription model. Last year, the company introduced the “Ultimate” tier, offering access to more than 12 pay-per-view events annually at a higher price point. According to DAZN executives, this premium tier is gaining traction and contributing to revenue growth. In 2024, the company reported an 11% increase in revenue, reaching $3.2 billion, and stated it was “rapidly approaching 20 million subscribers” worldwide. Top Rank’s official announcement highlights the partnership’s goal of bringing both live events and a vast archive of classic fights to DAZN subscribers.

Navigating a Crowded Sports Streaming Landscape

DAZN’s push into the U.S. Market comes at a time of increasing competition in the sports streaming space. Amazon’s Prime Video, YouTube, and traditional media companies like ESPN and Fox have all launched dedicated sports streamers, intensifying the battle for U.S. Rights. This competitive landscape makes securing premium content even more crucial for DAZN’s success.

Despite the challenges, DAZN executives remain optimistic. “We want to do more here. We’re investing more in rights,” Pete Oliver, DAZN’s CEO of growth markets, stated. A recent partnership with FIFA, including a stake in the streaming outlet FIFA+ and Italian rights to the 2026 World Cup matches, demonstrates DAZN’s willingness to invest in high-profile sports properties. A simulcast deal with TelevisaUnivision for FIFA Club World Cup matches also secured DAZN select Spanish-language rights to UEFA Champions League coverage.

A Focus on Contemporary Boxing

The partnership with Top Rank is particularly significant because it emphasizes officially sanctioned fights featuring active boxers. Top Rank President Todd duBoef made a clear distinction between these contests and the recent trend of exhibition matches featuring retired fighters, such as Jake Paul’s bout with Mike Tyson and the planned rematch between Floyd Mayweather Jr. And Manny Pacquiao on Netflix. DAZN’s own coverage emphasizes the excitement surrounding current Top Rank fighters.

“Don’t get lazy and cheap and go backwards and start talking about guys that don’t exist in today’s world, but they existed 15 years ago,” duBoef said, signaling a commitment to showcasing the next generation of boxing talent.

While specific programming plans are still being finalized, DAZN and Top Rank aim to schedule regular boxing events, ideally on Saturday nights, on DAZN’s basic subscription tier. The partnership also promises access to Top Rank’s extensive archive, featuring iconic fighters like Muhammad Ali, Sugar Ray Leonard, and Manny Pacquiao.

Looking ahead, DAZN’s success in the U.S. Will depend on its ability to deliver compelling content, navigate the competitive streaming landscape, and continue to invest in key sports rights. The Top Rank deal is a significant step in that direction, signaling a renewed commitment to establishing DAZN as a major force in American sports entertainment.