News Wiggin advises DAZN on its strategic partnership with Pragmatic Group to launch new betting product

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We’re delighted to have advised leading sports entertainment business, DAZN, on its strategic partnership with Pragmatic Group to launch and develop an online betting service under the DAZN BET brand. In the coming years, the partnership will develop an integrated experience for bettors to play alongside DAZN’s live sports streaming.

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

Corporate Partner Jason Fisher who led the deal alongside Head of Sport, Ross Sylvester said: “It was a pleasure to support DAZN on this landmark partnership which will deliver innovative experiences for fans. We look forward to supporting DAZN as the platform becomes the first truly immersive sports entertainment ecosystem.”

Ian Turnbull, EVP Betting & Gaming at DAZN Group said: “It’s been great working with Wiggin on this important deal for DAZN. Their commercial acumen and expertise in the betting area have been invaluable.”

Jason and Ross were supported by a multi-disciplinary Wiggin team including Chris Elliott (Betting & Gaming), Patrick Rennie (Data Protection) and Clemency Barrett (Corporate).

DAZN is the leading global sports streaming service and is fast becoming an indispensable part of sports fan’s lives as the world’s leading sport destination.

Pragmatic Group is a leading technology and content provider for the betting and gaming industry and was chosen by DAZN for its innovative and entrepreneurial spirit.

You can find out more about the deal here.

Wiggin’s corporate practice has been involved in many of the most significant deals in the online gambling sector in recent years. The firm’s sport team is best known for working on high-profile deals in the sports rights sector. Its award-winning betting & gaming team also advises leading sector stakeholders on commercial and regulatory mandates on both UK and international matters.