Streaming giant led by ex-Entain boss to launch online bookmaker

Sports streaming service DAZN is set to launch a new sports betting brand, with the aim of being up and running in time for the new football season later this year.

DAZN announced it was entering into a partnership with betting and gaming supplier Pragmatic Group to provide the new service, DAZN BET, which will have its headquarters in Gibraltar.

The company said the new business would provide an experience for casual punters to enjoy alongside DAZN's live sports streaming, reflecting among other things "the trend towards recreational in-play betting".

DAZN has built up a great deal of experience from the gambling industry among its leadership team in recent months. Chief executive Shay Segev had previously held the same position at Entain, whose former chief commercial officer Sandeep Tiku is set to join DAZN as chief technology officer.

Former BoyleSports chief executive Mark Kemp, who has also held senior positions at the UK Tote Group and Entain, is another understood to be joining DAZN.

Segev said of the new project: "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."

Owned by Britain's richest man Sir Len Blavatnik, DAZN has streaming rights for sports including football and boxing and last year secured a three-year deal to show Italy's top-flight football league Serie A. Earlier this year it lost out in a takeover bid for BT Sport.

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