DAZN Acquires ViewLift to Accelerate US Expansion and B2B Strategy

DAZN Group has announced the acquisition of ViewLift, a leading US-based provider of streaming and digital solutions for content owners.

The deal, valued at approximately USD100 million, marks a significant strategic move for DAZN as it seeks to pivot from being perceived as an international “outsider” to becoming a central player in the evolving US domestic sports distribution landscape.

By integrating ViewLift’s technology and existing partner network, which includes 15 major US professional teams and five Regional Sports Networks (RSNs), DAZN can now offer a scalable B2B2C and SaaS model. 

Describing the deal as a transformative step for the company’s platform capabilities, DAZN Group CEO, Shay Segev, said: “The acquisition will enable DAZN to expand both its US presence and its platform capabilities, extending beyond its direct-to-consumer offering into a scalable B2B2C and SaaS model.” 

Emphasising the value for both major and emerging leagues, CEO of ViewLift, Rick Allen, added: “For major US pro sports teams, the combination will offer uniquely powerful future-proofing in a disrupted market.”

“And for up-and-coming leagues… we’ll provide a full suite of digital solutions with high-quality, cost-effective technology,” Allen said.

Future-Proofing the US RSN Landscape

The timing of the acquisition coincides with a period of rapid disruption in the US regional sports market. With the recent exit of Main Street Sports Group (formerly Diamond Sports Group), approximately 20 NBA and NHL teams are currently seeking local broadcast solutions for the 2026-27 season.

The DAZN-ViewLift combination offers these teams a “future-proof” alternative to traditional cable models:

• The “Aggregated Hub” Model: DAZN aims to create a centralised streaming hub for local teams, providing a consistent user experience and solved discoverability issues.

• Flexible Monetisation: Teams can opt for “ViewLift Classic” (a pure DTC power-play) or a full DAZN-integrated model featuring minimum guarantees, reportedly ranging from $8 million to $15 million.

• Financial Stability: ViewLift CEO Rick Allen highlighted DAZN’s $16 billion valuation and global reach as a “safety net” for teams wary of the volatility in the current RSN market.

Following the completion of the deal, ViewLift will operate as a dedicated business unit within DAZN Group, ensuring service continuity for its existing news, entertainment, and sports clients while aggressively pitching the new combined offering to teams impacted by the ongoing US media rights shift.

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