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Elena Novokreshchenova Appointed New CEO of DAZN’s Freemium

DAZN has named Elena Novokreshchenova CEO of the company’s freemium offering. The new head will lead the global rollout of the freemium, as well as oversee content proposition, interactive product experience and reach. By Ching Wai.

UK - Leading global sports entertainment platform DAZN has appointed Elena Novokreshchenova as the company’s first senior executive to head its recently launched free offering across global markets.

Novokreshchenova will lead the global distribution of DAZN’s freemium, which will be an essential part of the streamer’s offering in driving business growth and providing opportunities for rights holders and users. The new CEO will also be responsible for content proposition, interactive product experience, and reach of the freemium offering.

DAZN’s freemium proposition was launched in January this year in Germany, UK, Spain, Japan, Italy, and Portugal. The removal of the paywall on the streamer’s Women Football offering in some regions spearheaded the launch. The freemium offers content like live events, video-on-demand, news, stats, archives, shoulder content, and social features.

The new chief executive has over 20 years of experience at tech start-ups, scale-ups, and PLCs. Novokreshchenova had been the non-executive director at Virgin Money, and had worked at Entain and Bridgeweave.

Novokreshchenova said of the appointment, “I am excited to join DAZN at such a critical point in its continuing development. … I look forward to driving further growth by making the platform even more accessible to sports fans worldwide and working with partners to deliver DAZN’s products and services to an increasingly broad base of users.”

DAZN Group CEO, Shay Segev, said: “The development of a free tier in DAZN will aid the discoverability of DAZN’s brand and capabilities, allow more and different opportunities to transact with our users, and create a funnel to our premium sports content and services. The appointment of Elena underscores DAZN’s commitment to expanding our reach globally by bringing 1 billion users onto our platform; her expertise and leadership will be instrumental in achieving our ambitious goals.”

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