During his keynote at ICE 2026 last week, DAZN CEO Shay Segev described the launch of sports betting as a logical progression for the company, aimed at enhancing the user experience. With a substantial background in gaming, Segev explained that DAZN is expanding beyond traditional sports broadcasting to include betting options.
Since Segev became co-CEO in June 2021 and then the primary chief executive in January 2022, he has positioned DAZN Bet as a leading digital platform for sports fans. He noted, “Someone who bets on Barcelona to win is probably watching Barcelona [play].” This highlights the intertwined nature of streaming and betting within DAZN's ecosystem.
Segev elaborated on the diverse features available on DAZN, emphasizing that users can watch games, interact with communities, purchase merchandise, and more—all while having the opportunity to place bets. He clarified that DAZN Bet serves as an additional option rather than a primary focus: “When you go to DAZN, you go because you like sports and we don’t expect you to bet. If you want to bet, it’s a complementary product.”
DAZN Bet was introduced in the UK in August 2022, followed by launches in Germany and Spain in 2023. Recently, the service secured a license in Ontario, making Canada its first non-European market.
Italy has become a notable success for DAZN Bet, with Segev pointing to the renewed exclusive broadcasting deal with Serie A, the Italian top-flight league, which extends until 2029. This partnership allows DAZN to be the sole platform offering every Serie A match.
Segev expressed optimism about the Italian market, which has a €5 billion online gaming and betting industry. He stated, “DAZN is the biggest sport platform in Italy,” asserting that because fans can only watch games on DAZN, they should also have the ability to bet through the platform.
Currently focused on regulated markets, DAZN Bet operates in the UK, Spain, Italy, and Germany, with plans for its anticipated Canadian launch. To effectively expand, Segev underscored the importance of cooperation with regulators and governments to communicate the benefits that DAZN can bring to sports leagues.
“In a way, we are almost a little bit of a different beast in the standard of online betting companies, because we’re coming in as a broadcaster,” he said. Segev explained that increased monetization translates to financial investment in leagues. As the top player for Serie A, DAZN significantly contributes to revenues for clubs like Juventus, AC Milan, and Inter Milan.
He concluded that a successful monetization strategy—through subscriptions, advertising, betting, and ticketing—will allow DAZN to generate more revenue for leagues, enabling clubs to enhance their squads and improve the overall quality of football.
