DAZN has announced a multi-year strategic partnership with technology and content provider for the betting and gaming industry, Pragmatic Group, to launch a new betting product, DAZN BET.

The deal will see DAZN BET leverage the DAZN customer base and brand, additionally, under a licensing agreement with DAZN Group, Pragmatic supply the underlying platform and content, and be responsible for the ongoing product development.

Additionally, a new Gibraltar based business will be launched, with the new service operating under the new DAZN BET brand.

Commenting on the announcement, DAZN Group chief executive officer, Shay Segev, said: “The convergence of sports media and betting is the future.”

“This historic partnership brings together the leading sports media company and a technology partner who is committed to developing innovative experiences for fans.

“It underscores DAZN’s commitment to revitalise the sports viewing experience by offering a broader spectrum of digital entertainment for fans,” he said.

Pragmatic Solutions CEO, Ashley Lang, added: “It’s an honour for us to partner with DAZN.”

“We know that fans want more integrated, immersive, and interactive experiences, and through out exclusive partnership with DAZN, we can deliver this,” Lang said.

DAZN BET is expected to soft launch a beta product that coincides with the start of the new football season.

The announcement comes after DAZN Group announced a new group structure and leadership changes to grow sports streaming and fan engagement.