Streaming video service Dazn is launching its free tier in Canada this week after being available behind a paywall since 2017.

Dazn’ Freemium service will offer a wide range of live and on-demand content to registered users. The service will be updated weekly with sports programming, including content from the National Football League, UEFA Champions League, Women’s Tennis Association and Frauen Bundesliga. MMA fights will also be available, as well as NFL content once the preseason begins.

Users will also have access to documentaries and highlights, as well as Dazn’s integrated products and services, such as news, scores, statistics, free-to-play games, quizzes and podcasts.

“The time is right in market to offer multiple global rights on our free tier, allowing Canadian sports fans the opportunity to try Dazn at no cost,” VP of media and partnerships Mike Mobley tells MiC. With over 3.5 billion sport fans around the world (according to Dazn), the streamer’s goal is to attract new subscribers and create an online community where casual fans and super fans can discover more sports, Mobley says.

The company also aims to grab the attention of more marketers, who could expand their inventory and reach a wider audience of Canadian sports fans on the new tier, according to Mobley. “We offer addressable premium broadcast – CTV inventory across exclusive sports rights. In addition, we have multiple unique sponsorship opportunities across both live and on demand content throughout the sports calendar, and significant social media extensions.”

Dazn has been expanding its footprint in Canada for the past two years by partnering with representation house Ads Alfresco (which recently changed its name to Bulletin), and the launch of the new tier is also part of its strategy to increase local recognition, Mobley says. The free level has been available in other countries, such as Germany and Austria, since the beginning of the year.