DAZN has made some changes to its executive structure to help pursue new “fan engagements” that will drive growth – namely, in sports betting.

Shay Segev, who joined the streamer last year as co-CEO alongside DAZN co-founder James Rushton, has been named the sole CEO of the company. Rushton will remain with the company, focusing on overseeing growth in local markets, rights and content.

Kevin Mayer, DAZN Group’s chairman, said the new structure will allow the company to continue to rely on Rushton’s understanding of sports rights and local markets to support its core business – expanding an “always on” schedule with sports like rugby and soccer have helped drive audience growth in markets like Canada, one of its biggest markets outside of Europe – while utilizing Segev’s track record in scaling digital and technology-focused businesses.

Mayer said DAZN would be pursuing additional “fan engagement” opportunities, specifically pointing to betting and ecommerce.

Prior to joining DAZN, Segev was CEO of Entain, a gambling company that counts several sports betting platforms, as well as sites like PartyPoker, among its holdings.

Privately-held DAZN does not regularly disclose subscriber numbers, though told the BBC it had topped 15 million last year. In 2020, it had over 40 million hours of programming streamed within Canada.

In addition, DAZN has hired Darren Waterman joins as CFO, coming off a term at Amazon, where he led the team responsible for Prime Video in international markets. Previous CFO Stuart Epstein will move into a senior advisor role, in addition to sitting on the DAZN Board.