ProSiebenSat.1 Puls 4 will take over advertising sales for DAZN in Austria under a new strategic partnership aimed at strengthening premium sports monetisation in the country’s growing connected TV (CTV) market.
The agreement sees Austria’s largest commercial broadcaster assume responsibility for DAZN’s full advertising inventory in the market with immediate effect, combining the streamer’s live sports rights with ProSiebenSat.1 Puls 4’s video sales infrastructure.
The deal covers a range of advertising formats including premium spots, live pre-roll, exclusive ad breaks and in-stream formats such as L-frames, designed to maximise visibility around live sports coverage. The partnership also includes access to addressable video inventory across DAZN’s platform and its YouTube channels.
DAZN’s Austrian portfolio includes international football competitions such as the UEFA Nations League and European Qualifiers, alongside top European leagues including the Bundesliga, LaLiga, Serie A and Ligue 1. The offering is complemented by rights to the NFL and darts, providing advertisers with access to a broad premium sports audience.
The agreement builds on an existing relationship between the companies. DAZN recently renewed its PDC darts rights across the DACH region, with ProSiebenSat.1 set to act as a sublicensing partner for the PDC World Championship and other tournaments from 2027.
“Premium sport requires premium commercialisation,” said Peter Strutz, Commercial Director at ProSiebenSat.1 Puls 4. “With DAZN, we are creating a unique offering that combines reach, emotion and technological innovation. Advertisers benefit from highly attractive live sports environments, addressable video inventory and a scalable solution tailored to modern brand communication in the CTV era.”
Lisa Eller, VP Advertising at DAZN, added: “This alliance brings together the strengths of DAZN and ProSiebenSat.1 Puls 4. Premium live sport meets significant sales power, creating a modern, scalable advertising product tailored to Austria’s fast-growing CTV market.”
