DAZN Media North America announced an exclusive, first-of-its-kind deal with autoTRADER.ca in Canada.
The partnership with autoTRADER.ca – which kicks off this season and continues through the entire 2020-2021 season – signifies the most integrated sponsorship to date for DAZN Media in the company’s three-year history in the country.
DAZN is the exclusive home of Premier League in Canada, and the autoTRADER.ca integration will live as a video ad across every single game, from this season’s highly anticipated return on June 17 to next season’s conclusion in May 2021 – totalling 472 matches in all. This marks the first time any brand has activated across every single game of an entire season of any sports league on DAZN in Canada.
Select fixtures each week will also feature autoTRADER.ca-sponsored half-time coverage, which not only marks the first-ever branded half-time sponsorship of any sport for DAZN Canada, but also the first time a brand has been integrated into a live event in multiple formats. Additionally, autoTRADER.ca advertising appears in DAZN’s cinematic look back series COUNTDOWN: PREMIER LEAGUE – an original show that premiered on DAZN on June 14 and recaps the biggest headlines to date of the 2019-2020 season to help fans get caught up before kick-off.
“It’s great to have autoTRADER.ca on board as our exclusive always-on media partner across DAZN’s coverage of the Premier League in Canada,” said Michael Mobley, vice-president of media sales in North America for DAZN. “We collaborated with them to curate this first-of-its-kind sponsorship across multiple touch points and look forward to integrating autoTRADER.ca during key timeframes across every single live broadcast of the Premier League this season and next on DAZN.”
“As the number one automotive marketplace brand in Canada, autoTRADER.ca has a history of embracing innovation and new media opportunities. As technology and consumer behaviour evolves, being adaptive is part of how we maintain market leadership, and this new partnership with DAZN continues this tradition,” said Ian MacDonald, chief marketing officer of TRADER Corporation.
DAZN’s acquisition of the exclusive rights to Premier League last season cemented the platform as the home of football in Canada, where DAZN subscribers enjoy exclusive access to not only Premier League, but Champions League and Europa League as well, amongst other soccer leagues and other sports including NFL, rugby and boxing.