A Strategic Shift for DAZN
DAZN, the global sports streaming platform that has struggled to gain a foothold in the United States, announced this week a sweeping agreement that will bring every 3ICE contest and the league’s first World Cup to its service. The deal, struck on a global basis, expands DAZN’s U.S. portfolio and marks a rare bright spot in a year where the company has been on the hunt for marquee properties to attract American viewers.
The acquisition is part of a broader strategy that has seen DAZN add the 2025 FIFA Club World Cup, secure an exclusive boxing partnership with Top Rank, and purchase the direct‑to‑consumer platform ViewLift earlier this year. While the company has experimented with short‑lived offerings such as the Pat McAfee Show and an MLB whiparound, none have delivered the subscriber momentum it needs to become a dominant player in the market.
The Turbulent Journey of 3ICE
Founded in 2020 by reality‑TV producer E.J. Johnston, the 3‑on‑3 hockey league quickly found a home on CBS Sports Network before moving to regional outlets in 2025 after its 2024 season was cancelled. Craig Patrick, a Hockey Hall of Fame coach, now serves as commissioner, guiding a roster that includes at least five former NHL players. Despite the league’s modest profile, hockey remains a cultural touchstone for many American fans.
The current season sees games scattered across a patchwork of regional sports networks, a far cry from the centralized broadcast model that might have given the league more visibility. Nevertheless, the format’s novelty has generated curiosity, and the upcoming 3ICE World Cup promises to showcase the sport’s fast‑paced, high‑energy brand to a global audience.
Challenges Ahead for the Streaming Giant
For DAZN, the partnership is a stepping stone rather than a destination. To truly compete with entrenched U.S. broadcasters, the company will need to lock in local NBA or NHL rights, secure high‑profile college sports, or sign other marquee events that can draw cord‑cutters away from traditional cable. Until then, the 3ICE deal serves as both a proof of concept and a reminder of the steep climb ahead.