OneFootball shows multimedia ambitions by acquiring Dugout

OneFootball has acquired Dugout in a move which will expand its digital media portfolio, whilst also securing a working relationship with Europe’s biggest football clubs.  

The acquisition will see Dugout’s exclusive video content added to the OneFootball app, which will obtain a new premium club content vertical to promote its 70 million global users. 

Securing Dugout content, OneFootball will continue its transition from being one of football’s leading live scores, news and insights apps to becoming ‘global football’s all-in-one multimedia portal’, featuring exclusive OTT streaming, highlights, behind-the-scenes and archive video content, news, scores and statistics.   

Operating since 2016, Dugout has served as the lead social media publisher for European football giants Arsenal, Barcelona, Bayern Munich, Chelsea, Juventus, Liverpool, Manchester City, Paris Saint-Germain, Real Madrid and Olympique de Marseille. 

As a result of the deal, OneFootball has announced that all Dugout club partners will become shareholders of its business. 

Lucas von Cranach, CEO and founder of OneFootball, explained: “Since forming OneFootball, our ambition has been to become the ultimate destination for everything football, both on and off the pitch, and our acquisition of Dugout reflects this.

“Welcoming 10 of the world’s biggest football clubs as shareholders is a special occasion and we will be working closely alongside them, and OneFootball’s existing shareholders, to create exciting direct-to-consumer opportunities.”

OneFootball noted that Dugout content would help the company expand its commercial and partnership opportunities beyond its current boundaries.  

“This move will benefit the whole football ecosystem with clubs, federations and leagues able to increase audience reach and harness our powerful data insights to gain a deeper understanding of their fans’ engagement,” von Cranach added. “Our brand and advertising partners will have access to new, contextually-relevant destinations to reach highly engaged football fans on a global scale, with a local approach.” 

Backing the deal, Dugout founder and chairman Elliot Richardson branded the acquisition as a transformative deal for football publishing, bringing value to all stakeholders.

“OneFootball acquiring Dugout brings together two great, complementary businesses with the most talented people in the industry and establishes the world’s largest B2B and B2C football media company,” he said.

“The newly combined business is now in a strong position to accelerate expansion and support our partners through the rapidly changing digital football landscape.

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