For decades, the regional sports network (RSN) was the bedrock of American sports consumption. It was a predictable, if expensive, arrangement: local teams sold their broadcast rights to a network, and fans paid a monthly cable bill to watch their home teams. But that era is ending in a flurry of bankruptcies and broken contracts, leaving a vacuum in the market that is sparking a digital land grab.
DAZN, the global sports streaming giant, is positioning itself to be the primary beneficiary of this chaos. In a strategic move to plant a firmer flag in the United States, DAZN has acquired ViewLift, a streaming technology and services provider, in a deal reportedly valued at US$100 million. The acquisition is less about buying content and more about buying the plumbing—the technical infrastructure that allows sports teams to bypass traditional networks and go straight to their fans.
The timing is precise. The US sports media landscape is currently reeling from the financial collapse of the traditional RSN model, most notably seen in the struggles of Main Street Sports Group. As the largest operator of regional sports networks, Main Street’s FanDuel Sports Network is currently navigating a precarious existence, having already lost or terminated deals with several franchises. For the teams left behind, the search for a new way to reach their local audience has become an urgent priority.
The $100 Million Pivot to Infrastructure
By bringing ViewLift into the fold, DAZN is shifting its identity in the US market. While it is known globally as a direct-to-consumer (DTC) broadcaster, this acquisition transforms the company into a B2B2C (business-to-business-to-consumer) provider. ViewLift already operates the DTC services for 15 major league teams and a variety of high-profile properties, including LIV Golf, NESN, and the NHL’s Vegas Golden Knights.
The brilliance of this strategy lies in the risk mitigation. Historically, the cost of acquiring national or local media rights for major US leagues has been prohibitively expensive, often requiring billions of dollars in upfront commitments. By providing the technology that allows teams to run their own independent streaming platforms, DAZN avoids the crushing weight of rights fees while still keeping the content within its ecosystem.
Under this model, a team can launch its own branded app powered by ViewLift technology. DAZN can then enter into distribution agreements—either exclusive or non-exclusive—to host those local streams on the DAZN platform. This allows DAZN to act as an aggregator, bringing a diverse array of local sports to its users without having to own the rights outright.
Navigating the RSN Collapse
The immediate catalyst for this move is the instability of Main Street Sports Group. Despite its current rebranding as FanDuel Sports Network, the company remains entangled in the fallout of a disrupted industry. Currently, the network still holds the local rights to 13 NBA teams and seven NHL franchises, but those rights are scheduled to be handed back ahead of the 2026/27 campaign.
For those 20 teams, the clock is ticking. They are facing a future where they must either negotiate new deals with a dwindling number of cable providers or build their own digital destinations. What we have is where the DAZN-ViewLift combination becomes an attractive proposition. It offers a “turnkey” solution: the technical ability to stream (via ViewLift) and the global distribution reach to monetize (via DAZN).
This transition represents a fundamental shift in how sports ownership views media. For years, teams were content to collect a check from an RSN and let the network handle the technology and marketing. Now, teams are realizing that owning the direct relationship with their fans—and the data that comes with it—is more valuable than a guaranteed broadcast check.
| Feature | Traditional RSN Model | DAZN/ViewLift DTC Model |
|---|---|---|
| Primary Access | Cable/Satellite Bundle | Direct App/Streaming Platform |
| Rights Ownership | Network holds local rights | Team retains/controls rights |
| Fan Data | Owned by Cable Provider | Owned by Team/Platform |
| Revenue Stream | Carriage Fees & Local Ads | Subscriptions, Betting, & Merch |
The Battle for the Digital Living Room
DAZN is not alone in this pursuit. The company is entering a crowded arena where the stakes are nothing less than the future of sports viewership. Tech giants like Amazon and Google (via YouTube TV) are aggressively expanding their sports footprints, while established players like ESPN and Fubo are racing to integrate more local content into their offerings.
DAZN faces competition from other specialized tech providers like Kiswe, as well as teams that are opting to build their own entirely in-house RSNs or partnering with local over-the-air (OTA) broadcast stations to ensure free accessibility for their fans.
However, DAZN’s advantage is its existing global ecosystem. The company already hosts international versions of the NFL GamePass and NHL.TV, creating a pipeline of users who are already comfortable with the interface. By integrating local sports, DAZN can monetize these users through a diversified revenue stream that includes not just subscriptions, but advertising, sports betting, ticketing, and merchandise.
“This announcement is an exciting step forward in DAZN’s US expansion plans,” said DAZN chief executive Shay Segev. He noted that ViewLift’s existing relationships across the US sports ecosystem provide a scalable SaaS model that allows clubs to operate their own digital products while leveraging DAZN’s global reach.
Rick Allen, CEO of ViewLift, echoed this sentiment, emphasizing that the merger provides “future-proofing in a disrupted market” for professional teams and cost-effective digital solutions for emerging leagues.
As the 2026/27 deadline approaches for the NBA and NHL teams currently tied to FanDuel Sports Network, the industry will be watching closely to see how many franchises opt for the DTC route. The success of this transition will likely determine whether the regional sports network is remembered as a cornerstone of the industry or as a relic of the cable era.
Time.news will continue to monitor the redistribution of NBA and NHL local rights as the 2026/27 season approaches.
Do you think the move to direct-to-consumer streaming makes sports more accessible, or just more fragmented? Let us know in the comments or share this story on social media.
