In an era where attention is the ultimate currency, sports streaming platforms like DAZN are not just broadcasting games—they’re crafting narratives that captivate and connect. Marina Slobodyanik, a PR and communications specialist at DAZN, offers a window into the strategies that fuel the platform’s mission to redefine how fans experience football, boxing, and beyond. In this exclusive interview she reveals the challenges, innovations, and ambitions driving DAZN’s approach to sports media in a fiercely competitive digital landscape.
A Mission Beyond the Game
DAZN’s core mission is deceptively simple: to make sports accessible and thrilling for all. But as Marina Slobodyanik explains, this goes far beyond streaming matches. “We’re not just broadcasters; we’re storytellers,” she says. “Our goal is to craft authentic stories that resonate emotionally, offering behind-the-scenes insights and fresh formats that spark curiosity.” This ethos has transformed DAZN from a streaming service into a platform that amplifies athletes’ journeys, turning every event into a narrative arc that draws viewers in.
The challenge, however, is immense. In today’s media landscape, sports compete not only with rival platforms but with every form of entertainment—movies, TV series, even the endless scroll of TikTok. “Viewers don’t just choose between boxing and football,” Slobodyanik notes. “They weigh those against everything else vying for their time.” For DAZN’s PR team, the task is to cut through this noise while preserving the authenticity that fans demand. It’s a delicate balance, requiring seamless coordination with marketing and content teams to ensure every campaign feels genuine.
Redefining Athlete Stardom
The evolution of sports PR mirrors the changing relationship between athletes and their audiences. Gone are the days when press conferences and headlines defined a campaign. Today, athletes are media brands in their own right, sharing personal vlogs directly on platforms like Instagram and TikTok—often before traditional outlets can. “Fans are emotionally invested,” Slobodyanik says. “They don’t just want wins; they want authenticity—stories of mental health, setbacks, and resilience.”
DAZN’s strategy leans into this shift. By collaborating directly with athletes, the platform creates content that highlights their vulnerabilities as much as their triumphs. “Each event is a show,” Slobodyanik explains, “powered by the collective effort of everyone involved.” This approach transforms athletes into co-storytellers, fostering deeper connections with fans through unique formats and unfiltered moments.
Navigating a Global Stage
Operating across diverse markets presents another layer of complexity. A campaign that resonates in the U.S. may fall flat in India or France. “Localization isn’t just translation,” Slobodyanik emphasizes. “It’s about understanding cultural symbols, norms, and taboos.” DAZN tackles this through partnerships with local ambassadors and cultural advisors who ensure campaigns resonate authentically. The platform also employs “polyphony”—crafting multiple versions of a message tailored to specific audiences—and conducts rigorous cultural sensitivity checks. “We ask, ‘Is this respectful to everyone it reaches?’” Slobodyanik says. “And we adjust accordingly.”
Trends Shaping the Future
Sports PR today is about building an “emotional ecosystem,” Slobodyanik observes. One major trend is the gamification of viewing, where fans become active participants—voting for Player of the Match, choosing camera angles, or reacting in real time. “We’re not just promoting a game,” she says. “We’re inviting fans to be part of it.” Hyper-localization is another focus, with campaigns tailored to micro-audiences like Manchester club fans or teenage FIFA players. Meanwhile, the crossover of sports and pop culture—through collaborations with influencers, musicians, or streamers—opens doors to new audiences who might not otherwise tune in.
A Spotlight on the FIFA Club World Cup
DAZN’s partnership with FIFA for the upcoming Club World Cup (CWC) marks a pivotal moment. “It’s a celebration for football fans,” Slobodyanik says, predicting a surge in subscriptions and engagement. DAZN is gearing up with exclusive streams, player interviews, and interactive promotions like giveaways and competitions. The partnership grants access to premium content, enabling DAZN to deliver a viewing experience that feels both immersive and personal.
Measuring Impact, Not Just Metrics
Success at DAZN isn’t just about numbers, though metrics matter. “I focus on impact—emotions,” Slobodyanik says. “When people talk about a DAZN event, share it on social media, and come back for more, that’s when we know we’re succeeding.” It’s a testament to the platform’s ability to blend data-driven strategy with human connection.
As DAZN continues to innovate, Slobodyanik’s insights reveal a broader truth: in the crowded arena of sports media, the future belongs to those who can tell stories that resonate, adapt to diverse audiences, and invite fans to do more than watch—to feel, to participate, to belong.