Behind the Scenes of DAZN’s Global Sports Coverage

The main hub for DAZN’s extensive broadcasts is buzzing with activity, with a surprising source of energy fueling the operation—chocolate. A tour guide joked that “the entire production runs on chocolate,” as staff hurry past with supplies, highlighting the demanding nature of live sports coverage.

Based at IMG’s studios in west London, DAZN’s 24/7 operation is in full swing for the Club World Cup. This tournament involves hundreds of staff delivering coverage across multiple platforms to millions of viewers worldwide, showcasing a glimpse of the future of sports broadcasting.

Since launching in 2015, DAZN has grown significantly, now streaming in over 200 countries and expanding into boxing, golf, football, and other sports. Their investment has included a $1 billion deal for FIFA Club World Cup rights, coupled with strategic stakes from Saudi investors, coinciding with Saudi Arabia’s selection as the 2034 World Cup host.

The company has assembled a skilled team experienced with major tournaments, creating a seamless operation. On match days, around 35 cameras are used at each stadium, with specialized teams—including commentators, pitchside reporters, and analysts—working closely to produce engaging content. Starting from the quarter-finals, punditry shifts to on-site broadcasting to enhance the tournament’s atmosphere.

DAZN is also nurturing new talent, including recent footballer Callum Wilson, who made his punditry debut during the tournament. The content includes a variety of innovative features such as live interviews, fan interaction through the “Fanzone,” and exclusive cameras, including one mounted on referees for unique replays—an industry first.

While many tasks still rely on human input—highlight packages are crafted by editors rather than AI—DAZN employs AI to assist with translation and subtitles, ensuring a global audience can follow every moment. The tournament’s modest attendance reflects ongoing challenges in boosting interest, but DAZN aims to enhance the viewing experience with engaging content, highlights, and behind-the-scenes access, striving to reshape perceptions of the competition.