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Dugout and Onefootball sign global content agreement

Sadio Mane of Liverpool during UEFA Champions League match against Atletico Madrid (by Robbie Jay Barratt - AMA/Getty Images)

Digital platforms Onefootball and Dugout have announced a strategic tie-up which will see the two collaborate to share and distribute video content. 

Dugout is co-owned by ten major European football clubs – AC Milan, Arsenal, Barcelona, Bayern Munich, Chelsea, Juventus, Liverpool, Manchester City, Paris Saint-Germain and Real Madrid. It will utilise those relationships to create original new content that will be shared via Onefootball’s app and website.

The tie-up is intended to help Dugout’s affiliate clubs engage with their digital fanbases, delivering personalised and bespoke content to followers on the Onefootball channels.

Last month, Dugout founder and president Elliot Richardson told SportBusiness that demand for content on the platform had grown significantly, with 70 million more video views in March than February following the introduction of lockdown conditions around the world. Its access to vast amounts of archive video from its member clubs has helped to meet fans’ demands for content during the Covid-19 lockdown.

On the deal with Onefootball, Jamie Wilson, chief commercial advisor of Dugout, said: “Our mission is to bring football content to fans across the globe, so, during a time with limited live football, this partnership means we can deliver even greater levels to a bigger and broader audience. At this difficult time for the global community, football can play its part to keep morale high so we hope football fans around the world enjoy the additional content we will be bringing them.”

Last week, Dugout also announced a deal with Chinese streaming service PP Sports, providing the platform with with behind-the-scenes and Chinese-language archive content.

Onefootball, meanwhile, has struck content deals with Premier League champions Manchester City and German side Schalke 04 in the past month.