DAZN builds on J.League deal with fan-focused film

DAZN, a sports streaming service that launched in Japan last summer, has brought out a campaign to mark the start of this year’s J.League season.

The work, entitled ‘For you’, was developed by Ogilvy & Mather Japan. At its centre is a 60-second video that puts emphasis on the fans: DAZN aims to reinforce its mission statement of being ‘made for fans’. The service will make available all games in J1, J2 and J3 for the first time.

The film features players from the Urawa Reds, FC Tokyo, Kashiwa Reysol, Yokohama F Marinos, and Omiya Ardija.

Japan was the first market DAZN entered in Asia. The service is owned by Perform, a sports marketing company, which has a 10-year, 200 billion yen deal to stream J.League content.

Campaign’s view: The film is well shot and atmospheric, capturing the essence of the excitement around professional football. The concept is straightforward and cannot be called especially creative, but it should nonetheless appeal to both serious and casual football enthusiasts. We might have played up the mobile device viewership even more to ensure viewers unfamiliar with the service are clear that it's more than just a TV channel.