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When DAZN secured the exclusive worldwide rights to broadcast the newly revamped FIFA Club World Cup, the challenge was clear: create noise, spark excitement, and drive football fans everywhere to the platform as the free-to-air home of the tournament.

Our brief was to deliver an earned media strategy that would cut through on a global scale. From announcing DAZN’s all-star broadcast line-up to generating anticipation with shoulder content and promo launches, or giving media an unprecedented look behind the scenes, every element of the campaign was designed to drive sign-ups and maximise viewership.

A central strand of the work involved showcasing DAZN’s new roster of talent. We profiled household names such as Conor McNamara and Kelly Somers alongside former and current players, including John Obi Mikel, Callum Wilson and Shay Given. Media days in London brought Mikel face-to-face with national journalists, podcasts and broadcasters, while further profiling ensured names like Gareth Bale, Brad Friedel and Kleberson made headlines across the digital football press. The coverage not only introduced DAZN’s pundits to fans but also gave credibility to the platform’s first global football rights deal.

At the same time, we supported the launch of DAZN’s official ‘Undisputed’ promo video, featuring Erling Haaland, Harry Kane and Luis Suarez. A coordinated online launch was followed by a wave of media pick-up in outlets such as SPORTbible, GiveMeSport, and Mail Online, reinforcing DAZN’s position at the heart of the global football conversation. Additional written content, Q&As and trophy tour activations provided a steady flow of coverage in the run-up to kick-off, ensuring DAZN stayed top of mind with fans worldwide.

Finally, we worked to showcase DAZN’s ambition and technical innovation. Senior executives were profiled in titles including the i and Insider Sport, while a behind-the-scenes experience at DAZN’s production HQ in Stockley Park gave selected journalists from the Mail Online and Broadcast Sport a first-hand look at how a global tournament broadcast comes together.

The campaign delivered outstanding results: more than 16,000 pieces of coverage referencing both DAZN and the FIFA Club World Cup, over 50 interviews managed with DAZN’s on-screen talent and executives, and overwhelmingly positive sentiment, with 89% of coverage reinforcing DAZN’s credibility as the global home of football.