Unable to attract French football fans since its inception, DAZN is going all out at the end of the season. The platform, which broadcasts eight Ligue 1 matches per day, is launching a unique offer with McDonald's, the famous fast food chain and official partner of the French football championship.
DAZN is cracking and offering its subscription free with the purchase of a McDonald's menu
The first 120,000 customers who order a McDonald's Golden Ligue 1 Menu or a McDonald's Golden Ligue 1 Duo via the McDonald's+ app will receive a unique access code. This code will grant them a free three-month DAZN subscription, covering the remainder of the Ligue 1 season. The menu prices range from approximately €10 to €15, and the promotion is valid until April 30, 2025. For French football fans, this offer is an opportunity to follow the final days of the league at a lower cost. While the title seems definitively promised to Paris Saint-Germain, the race for European places is in full swing with Olympique de Marseille, AS Monaco, OGN Nice, Olympique Lyonnais, LOSC (Lille), and even RC Strasbourg and RC Lens. Further down, the fight for survival continues, while MHSC (Montpellier) is in a more than delicate position.
Beyond the sporting stakes, this umpteenth promotional offer confirms the British group's great difficulty in convincing. Since its first steps in Ligue 1, DAZN has faced strong criticism due to its more than questionable choices regarding its pricing positioning. As soon as the subscription offers were announced, the Journal du Geek claimed that DAZN was the best advertisement for illegal IPTV with its price of 29.99 euros per month (or 39.99 euros without commitment). While the platform's boss defended a "fair price," many supporters considered this price far too high and preferred to turn to piracy. Faced with the situation, the streaming service gradually revised its prices downwards and multiplied promotional offers.
DAZN's last-ditch attempt?
With free access when you buy a McDonald's meal, DAZN is breaking new ground in its bid to gain subscribers at the end of the season. This strategy could allow it to boost these statistics and get closer to its target of 1.5 million subscribers set for December 2025. In February, the group admitted that it was still far from this objective, with around 500,000 subscribers. It should also be noted that DAZN benefits from an exit clause that can be activated at from December 1, 2025 if it does not cross the 1.5 million subscriber mark. It now remains to be seen whether Ligue 1's other major partner, McDonald's, can help DAZN in its quest to gain subscribers quickly.
The initiative is bold, but it seems to come a little late and resembles a desperate attempt on the part of the platform. The recent standoff between DAZN and the LFP confirmed that the situation surrounding TV rights was tense, even though the broadcaster made a gesture by paying the 35 million euros it refused to pay.
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