Streaming service, DAZN, has signed five-time Ballon d’Or winner Cristiano Ronaldo as its first global ambassador, making CR7 the face of the brand in all its markets.
The partnership was arranged following Ronaldo’s departure from Real Madrid to Juventus of Italy, where DAZN launched earlier this month. Chief marketing officer, Johnny Devitt, said that “it was a no-brainer to sign him.” Although Devitt did admit that agreeing the two-and-a-half-year deal with CR7 “wasn’t in the budget”.
DAZN say that their activation with Ronaldo will not be limited to TV ads, with Devitt adding that “if that’s what it reduces to we’ve failed creatively.” The partnership launched with an exclusive interview, broadcast via DAZN.IT, made by Matt Smith – the director of Rio Ferdinand’s acclaimed film ‘Being Mum and Dad’.
Fans of Ronaldo and Serie A will be able to watch Juventus in action after securing a three-year deal to broadcast 114 matches live in Italy, per-season. The deal is said to have cost 600m.