In this chapter, the authors examine how DAZN is evolving from a rights-based sports streaming service into a diversified, fan-centric attention platform. In an era of fragmented consumer attention, DAZN pursues a three-pillar strategy of expanded business models, broader distribution, and flexible pricing to build a digital ecosystem designed to capture and monetize user attention. A key example of DAZN’s transformation is the Infinity League—a proprietary, interactive football format that blends sport and entertainment and reached 2.5 million fans in its second edition. The chapter concludes by showing how DAZN’s approach to original, platform-native content exemplifies what it takes to succeed in today’s attention economy—moving beyond broadcasting rights toward deeper fan engagement, innovative formats, and long-term loyalty.