Leading sports service DAZN has appointed Peter Parmenter as Managing Director of Commercial Partnerships. The move is aimed to drive the next phase of the company’s commercial partnerships strategy.

In this newly created role, Parmenter will work with the DAZN marketing and commercial teams as well as Perform’s Goal Studios to develop a Centre of excellence and global partnership focus for DAZN. Parmenter will support the local teams in Germany, Austria, Switzerland, Japan and Canada on the development of clear in-market strategies. His role will sit within DAZN’s marketing team, which is headed up by Chief Marketing Officer Ashley Wirasinha.

Parmenter has extensive experience in partnerships from his time at EA, where he held a number of leadership roles focused on partnership development across Platform Holders, OEM’s, Telco’s and Publishers. He has held positions at Hutchison Telecom and EMI Records and has also served as a Non-executive director for Perform Group, so joins DAZN with a great understanding of relationships within the wider business.

Following Parmenter’s appointment, CMO Ashley Wirasinha said: “We’re delighted to welcome Peter to DAZN. He has a wealth of experience that will significantly help us build upon the sterling work undertaken so far by the commercial and marketing teams.”

Speaking after his appointment, Parmenter said: “I’m thrilled to join DAZN. The team have achieved incredible things in just 12 months since launch. I’m very much looking forward to delivering innovative partnerships to enhance the DAZN service and to expand the sports fan subscriber base in existing and new markets.

DAZN recently launched its fifth market Canada, where Parmenter’s role in establishing key strategic partnerships will be paramount to establishing the company’s presence in the country. DAZN comes to the Canadian market with a fantastic live and on-demand sports offering, and will be the only place that Canadian fans will be able to watch every game live of the NFL.

Welcome to the DAZN team, Pete.