As competition for viewers’ attention intensifies, the role of communications becomes increasingly vital. DAZN, a leading sports‐streaming platform, is constantly exploring new ways to connect with fans and elevate athletes. In this interview with Marina Slobodyanik, a PR and communications specialist at DAZN, we discuss the strategies and ideas driving successful PR campaigns, the challenges her team faces, and how they plan to shape the future of sports content.

DAZN’s mission — what does it mean today?

To make sports accessible and thrilling for everyone. Our goal isn’t just to broadcast events, but to craft authentic stories that resonate with audiences on an emotional level. DAZN has evolved beyond a traditional streaming service; we act as storytellers, offering depth, behind‑the‑scenes insights, and fresh formats that spark curiosity and engagement.

What challenges do you face in delivering on this mission?

One of the key challenges is the relentless competition for viewer attention. New players enter the field daily, and we must stay one step ahead to ensure our events and narratives stand out. Every platform is vying for loyalty in a landscape where viewers constantly switch. Sports streaming isn’t just competing with other sports — it’s also up against every content platform. Viewers no longer choose between boxing and football alone — they weigh that choice against movies, series, or even a quick TikTok scroll.

So the challenge becomes: how do we not only attract viewers, but keep them engaged? This is a mission for PR teams working in tight coordination with marketing and content departments — all while preserving brand authenticity.

What are the key milestones in your strategy for promoting boxing and other sports on the platform?

We adopt a multi-layered approach — from leveraging social media and influencer marketing to producing impactful video content that showcases not only athletes but also their journeys.

Previously, PR centered on press conferences, headlines, and official statements. Today, the spotlight is digital-first. Every athlete is a brand in their own right. The most prominent ones have become full-fledged media brands, running TikTok accounts, filming personal vlogs, and sharing injury updates or victories on Instagram Stories — often before the media does.

The audience’s relationship with athletes has deepened — they’re not just fans, they’re emotionally invested. Authenticity is now non-negotiable: athletes openly discuss mental health, setbacks, and burnout. PR strategies now integrate not only victories but also moments of vulnerability, making stars more relatable.

That’s why we bring athletes into the storytelling process directly, collaborating on unique content and creative ways to engage the audience. Each event becomes a show powered by the collective effort of everyone involved.

How do you measure the success of your PR campaigns?

We track a broad range of metrics, of course. But I focus on impact, on emotions. When people talk about a DAZN event, share their impressions on social media, and come back for more, that tells us we're on the right track.

How do you account for cultural differences when promoting events globally?

Operating across multiple markets is a high‑level challenge, even for seasoned PR teams. Each market is unique. A single campaign won’t resonate the same way in the U.S., India, and France. Localization isn’t just about translation — it’s about understanding symbols, norms, and taboos.

One of the most effective approaches? Partnering with local ambassadors or cultural advisors who grasp the cultural nuances from within. Our local teams collaborate closely with cultural experts to tailor content and strategy for each country.

Another tactic is “polyphony”: instead of a single universal message, we craft multiple versions tailored to different audience segments. We also conduct cultural sensitivity checks before launch. Sometimes the simplest question helps: “Is this message respectful to everyone it reaches?”, and we adjust accordingly.

What trends are you seeing in sports media lately?

Sports PR today isn’t about “selling a match” — it’s about building an emotional ecosystem around sport.

One of the biggest trends is the gamification of viewing. Streaming platforms are turning watching into a participatory experience — fans vote for Player of the Match in real time, react with emojis, pick camera angles, or choose commentary based on their knowledge level.

This shift unlocks new PR opportunities: we’re no longer promoting a game, we’re inviting fans to be part of it.

Then there’s hyper‑localization and micro‑audiences. “We stream the Champions League” isn’t enough. You have to speak directly to specific communities — Manchester club fans, football enthusiasts in Latin America, or teenage FIFA players. PR campaigns are built around these identities — even language.

Another trend is the crossover of sports and pop culture. Platforms collaborate with influencers outside sport — streamers, actors, musicians — who become ambassadors, show hosts, or guests on fan programs.

The goal? Reach audiences who might not tune in to traditional broadcasts but will join a livestream if someone they follow is hosting and explaining key moments.

What are your expectations for the upcoming FIFA Club World Cup (CWC), and how is DAZN planning to cover it?

The CWC will be a football celebration for fans. It’s a major event — not just for the football world, but for us as a platform. We expect a boost in subscriptions and engagement, helping solidify our position in the sports media market.

We’re preparing exclusive streams and immersive content for our most dedicated fans, including interviews with players and match‑day experts. Fans can also look forward to special promotions, giveaways, and interactive competitions.

What will change as a result of DAZN’s partnership with FIFA for your team and your viewers?

Partnering with FIFA unlocks new horizons. We now have access to exclusive content and will leverage it to deliver a unique, premium viewing experience.