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| (Image Source: DAZN Group) |
DAZN, the world’s leading sports entertainment platform and the global home of NFL Game Pass, reports strong international growth for the NFL (National Football League) service following another season of product innovation and elevated fan experiences. Subscriptions to NFL Game Pass on DAZN rose by 24 percent year-on-year, continuing a trend of double-digit subscriber growth every season since the start of DAZN’s partnership with the NFL in 2023. Meanwhile, subscriptions to the Ultimate Tier, which unlocks premium features, including HDR viewing, Dolby 5.1 audio, multiview, and increased device flexibility, grew more than 300 percent as fans signed up for an enhanced viewing experience. Super Bowl LX drove significant global interest with international fans streaming more than 125 million minutes across DAZN’s 200+ markets.
Throughout the 2025 season, DAZN stepped up localization, offering every NFL game in Spanish and Portuguese, introducing coverage in Japanese, and making more games available in French and Dutch compared to the prior season. This tapped new audiences extending the reach of the NFL. Fan engagement also rose sharply. One in four NFL Game Pass subscribers used DAZN’s FanZone community feature, up 20 percent on the prior year. DAZN introduced numerous interactive features, including real-time voting for standout teams and players, as well as games and quizzes including “Guess The Player”. NFL Game Pass subscribers also took on the role of a general manager, making high-stakes decisions on “Play, Bench, Or Trade”. DAZN Group CEO Shay Segev said, “NFL Game Pass on DAZN continues to drive remarkable growth as we invest in enhancing the fan experience every season. Fans value high-quality streaming, greater localization, and innovative interactive features that bring them closer to the action. We’re proud to support the NFL’s international expansion and provide world-class entertainment to NFL fans around the world.” NFL Executive Vice President of Media Distribution Hans Schroeder said, “As this past season exemplified, there is undeniable momentum behind the NFL’s international ambitions, and our partnership with DAZN is a key offering in reaching NFL fans around the world. The growth of NFL Game Pass demonstrates the passion and interest that international viewers have in our game. DAZN’s continued investment in innovation, localization, and fan‑focused interactivity has helped elevate the viewing experience and we’re excited to build on this progress and continue delivering world‑class NFL action to our global fanbase.”
NFL Game Pass is a central component of the league’s international strategy, providing a direct digital platform to reach fans worldwide and strengthen the NFL’s position as a global sports property. To date, 62 regular‑season games have been played across major international markets — including London, Berlin, Munich, Frankfurt, Madrid, Dublin, São Paulo, Mexico City and Toronto and excluding the United States of America and China — expanding the league’s presence and deepening local fandom. In 2026, the NFL will scale this commitment further by staging a record nine international games across four continents, seven countries and eight stadiums, including new markets and cities that will broaden the league’s global footprint. As the most valuable programming in U.S. sports and entertainment — where NFL content represented 86 of the top 100 broadcasts in 2025 — the league continues to leverage its unmatched domestic appeal to drive sustained fan engagement and long-term growth internationally.
