DAZN has partnered with TikTok to livestream a Serie A match for free, marking a significant step toward redefining the football viewing experience.
On April 6, the fixture between Juventus and Genoa CFC will be broadcast live on the @DAZNFootball TikTok channel, with kickoff scheduled for 6pm (BST). The stream will be available to users in the UK and Ireland at no cost.
The initiative reflects a broader shift in sports media, where fans are no longer seen as passive viewers but active participants. Through TikTok’s interactive features—such as live comments, reactions, and real-time engagement—viewers can co-create the matchday experience.
Pete Oliver, CEO of Growth Markets at DAZN, emphasized that the partnership is part of a wider strategy to make football more accessible, immersive, and interactive. “Fans anywhere across the UK and Ireland will be able to watch a fixture from one of the world’s top divisions,†he noted.
Meanwhile, Abbie Raybould, Global Sports Partnerships lead at TikTok, highlighted the cultural shift driven by live content on the platform. She described the collaboration as “a big moment†in how fans experience football, where supporters move beyond passive consumption to active participation.
By leveraging TikTok LIVE, the partnership transforms a traditional broadcast into a shared, real-time social experience—blurring the lines between media, community, and entertainment.