Strategic Purpose: Positioning for NBA and NHL Rights
DAZN acquired ViewLift to bolster its position in pursuing regional streaming rights for NBA and NHL teams. With 20 teams from defunct Main Street Sports Group looking for 2026-27 local broadcast solutions, DAZN sought to reverse its perception as an outsider in the U.S. sports market. The deal positions DAZN to offer multiple streaming options to these teams during a critical pitch period ahead of May advertising upfronts and summer decisions.
Three-Tiered Service Offering
The combined entity will offer teams three distinct options. First, teams can use ViewLift Classic, a non-guaranteed model that powers and monetizes a team's direct-to-consumer app, already used by clubs like the Nuggets, Avalanche, Wizards, and Capitals. Second, teams can join DAZN's streaming subscription service with minimum guarantees between $8 million and $15 million, simulcasting 10-15 games locally. Third, once the deal closes, DAZN plans an aggregated hub combining ViewLift's current 15 teams with ex-Main Street teams, potentially creating a centralized streaming platform similar to what the NBA is developing with Amazon and YouTube.
Long-Term National Streaming Platform Ambitions
The acquisition positions DAZN to demonstrate capability in housing future national streaming regional sports networks. By aggregating multiple teams under one platform, DAZN aims to show both the NBA and NHL it can manage a centralized streaming solution. ViewLift CEO Rick Allen confirmed conversations with both leagues about creating an aggregated hub, aligning with the NBA's talks with Amazon and YouTube for a centralized platform launching as early as next season or by 2027-28.
ViewLift's Market Position and Track Record
ViewLift, founded in 2008, has operated profitably for seven straight years as a technology partner for franchises and multi-team networks. The company powers direct-to-consumer streaming for established clients including the Vegas Golden Knights, NESN, and Monumental Sports & Entertainment teams. ViewLift will continue operating as an independent company under DAZN ownership with no changes to existing client relationships.
Broader U.S. Expansion Strategy
The ViewLift acquisition represents DAZN's intensified focus on U.S. market expansion. The London-based company employs 150 people in New York and has stated real ambitions to become a major player for American sports fans. DAZN already houses NFL Game Pass and NHL.TV internationally and has exclusive NBA streaming rights in Spain. The deal follows DAZN's March 2026 rights acquisition with boxing promoter Top Rank. 
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