DAZN bets on prediction markets as new engagement engine

DAZN and ADI Predictstreet have agreed an exclusive global partnership to develop and distribute regulated sports prediction market products, extending their collaboration beyond the 2026 FIFA World Cup.The companies plan to integrate prediction markets around live sport and other content within DAZN’s digital ecosystem, giving eligible users in licensed territories access to real-time prediction experiences. Financial terms were not disclosed.DAZN Group chief executive Shay Segev said: “Prediction markets are becoming one of the most exciting and rapidly growing forms of digital fan engagement. This exclusive partnership combines ADI Predictstreet’s innovative regulated platform with DAZN’s global reach, premium rights and direct relationship with sports fans in more than 200 markets.“Together, we have the opportunity to create an entirely new way for fans to participate in the sporting moments they care about most. The United States will be a major focus, and we intend to launch there as soon as the required regulatory framework and licences are in place.”The partnership will initially pursue opportunities across DAZN’s international footprint, while placing particular emphasis on the US market.A US launch remains dependent on regulatory licences, approvals and authorisations. Both companies said they will work with regulators and other stakeholders to establish the required compliance and operating framework.ADI Predictstreet is FIFA’s official prediction market partner and has used the 2026 World Cup to build visibility for its platform. DAZN previously integrated a free-to-play Predictstreet experience around the tournament.ADI Predictstreet chief executive Dimitrios Psarrakis said: “By partnering exclusively with DAZN, we can now combine that position with the reach and engagement of the world’s leading global sports platform.“Our shared ambition is clear: to build the leading regulated sports prediction market experience globally, with the United States at the centre of our long-term strategy.”ADI Chain will provide the underlying blockchain infrastructure, including digital settlement and stablecoin capabilities. The partnership also includes scope for a DAZN-branded stablecoin as part of future product development.The companies said products will only be offered in markets where they are licensed and legally permitted, with consumer protection, eligibility controls and responsible participation measures built into the platform.The deal gives DAZN another route to increase interaction around live rights while creating potential new commercial inventory for leagues, broadcasters and sponsors.Its next phase will depend on securing regulatory clearance in target territories, particularly the United States, before paid prediction products can be launched.