The kick -off of the Ligue 1 season is fast approaching, and the broadcasters are increasing initiatives to seduce supporters. Among them, Dazn, official Ligue 1+ distributor, did not wait to draw an attractive offer, also incorporating prestigious foreign championships. Behind this marketing operation hides an unexpected gesture which aims for a very specific target.
Ligue 1+: Dazn's strong gesture towards his faithful
While many users had expressed their dissatisfaction at the end of last season, Dazn decided to take care of his relationship with his faithful. Subscribers having subscribed an annual commitment last year, and whose formula is still active, will be able to access Ligue 1+ for free until the end of their subscription. One way to compensate for the criticisms of last May, when some had denounced a continuous levy despite the stop of the championship.
This attention to old customers is part of a wider campaign. For the general public, Dazn offers an offer at € 9.99 per month for three months (then € 14.99), including Ligue 1+, Serie A, Eredivisie and other major competitions. A weight argument in a saturated market, where broadcasters seek to stand out with competitive prices and rich programming.
Ligue 1+: Dazn rewards its former subscribers
Objective: win back and retain
This commercial gesture also translates Dazn's desire to stabilize and expand his subscriber base. By offering Ligue 1+ to already engaged customers, the platform hopes to limit terminations and generate positive word of mouth. In a context where the LFP aims at a million subscribers for its first year, each loyalty strategy counts.
It remains to be seen whether this operation will be enough to transform the test. DAZN is focusing on the combination of various competitions and on an improved customer relationship to establish itself as an essential player in the French sports audiovisual landscape. The losses of the championship linked to are still substantial, but this initiative could well mark a turning point in the way the broadcasters consider their subscribers.
