DAZN ups Italian subscription cost to €29.99

DAZN has announced a dramatic price increase in Italy.

The sports streamer has been buoyed by its ‘historic’ Serie A rights win to become the top-flight Italian football league’s primary broadcaster from 2021-24. The three-year deal was valued at a reported €2.5 billion or €840 million per season.

With the company boosting itself to a much more prominent position in Italy, DAZN is trebling  its subscription cost from €9.99 to €29.99 per month. 

To soften the blow, current customers will be offered 12 months of the service at €19.99 per month. New customers who sign up to DAZN in July will be given the reduced price for 14 months.

DAZN has also confirmed that it will not change its account sharing policy. Users can watch the same stream on two different devices with a maximum of six enabled devices per subscriber.

Speaking to Reuters earlier this year, DAZN co-CEO James Rushton alluded to a price increase in order to make the Serie A investment profitable.