March 13, 2018

Digital Football Business Dugout Agrees to Acquire ballball and Form Strategic Alliance with News Corp to Drive Asia Growth

LONDON–(BUSINESS WIRE)–Unique digital football business Dugout and News Corp today revealed
plans for the landmark acquisition by Dugout of News Corp’s mobile and
online platform ballball,
which delivers near-live highlights of the world’s leading football
leagues and other great content to the fastest growing football markets
in South-East Asia.

The move highlights Dugout’s focus on expanding its global presence and
providing football fans around the world with access to the best content
from the biggest football clubs and players in the world.

Dugout represents the first time the world’s biggest clubs have joined
forces to create a business – with partners including AC Milan, Arsenal
FC, Chelsea FC, FC Barcelona, FC Bayern Munich, Juventus, Liverpool FC,
Manchester City FC, Paris Saint-Germain, Real Madrid CF, Inter Milan,
Roma, Napoli, Tottenham Hotspur, Atletico Madrid and more. was
launched by News Corp in August 2013 and is now one of the leading
football video platforms in South-East Asia. The platform distributes an
unprecedented collection of short-form highlights from European and
other top football leagues to the region – generating 800 million video
views during the 2017-18 football season.

The agreement to acquire ballball will see Dugout showcase the mobile
and online platform’s unique aggregation of football content in two key
territories – Vietnam and Indonesia – through a ballball section on the
Dugout platform, with plans to expand into other countries in the
region. From today, the best of Dugout’s content will also be showcased

The acquisition will lead to the creation of a new Dugout entity –
Dugout SE Asia – which will be headquartered in Singapore and will lead
the expansion of Dugout in the region.

While parent company Dugout will be the majority shareholder of Dugout
SE Asia, News Corp will also have a stake in the new business. This
strategic partnership will include senior News Corp executive Simon
Greenberg sitting on the board of Dugout SE Asia.

Elliot Richardson, Founder and Chairman of Dugout, said: “We
are delighted to have agreed the purchase of ballball, which has been
hugely successful in bringing great football content from the world’s
best leagues to fans in South-East Asia. We’re now looking forward to
complementing that platform with Dugout’s unique ingredient: embedded
partnerships and access to the best players and clubs in the world.”

“Our aim with Dugout was to make it the digital football destination
of choice by aligning clubs/players with brands and fans. We have
already created over 15,000 hours of exclusive video content with our
partners, and with access to incredible archive and new content themes,
this will unlock more stories for fans to view of the clubs and players
they love. The purchase of ballball will show the continued momentum
behind the business and the chance to work with News Corp as a partner
is so exciting. We know that South-East Asia is a hugely important
territory for football clubs and the brands we work with, so we look
forward to giving football fans in the region a great experience.”

Simon Greenberg, News Corp’s Global Head of Rights and future Dugout
SE Asia board member, said: 
“We are very excited that News
Corp is forging this new partnership with Dugout, a unique business that
brings with it incredible connections across the world of football. In
today’s rapidly changing media environment, it’s essential to work with
strong and innovative partners like Dugout that recognize the value of
premium content.”

“With football the fastest growing sport in the world – and Asia the
fastest growing region – we launched ballball on mobile, the fastest
growing platform, in 2013 and we are very proud of all that’s been
achieved since. The team has built an unparalleled digital expertise and
reputation to make it the go-to mobile destination for football
highlights in the region. Dugout recognizes the value of that work and
together we can use this foundation to create a very compelling mobile
offering for the many millions of football fans in SE Asia.”

All 77 clubs (and a growing number of players) on Dugout have
a dedicated profile to upload content and interact with fans, meaning
that Dugout users get a totally personalized experience based on the
clubs and players they follow. The business launched in late 2016 and
has already gathered over 67 million unique users and 912 million video
views to date. Dugout has a social footprint of 2.1 billion and over
12,500 videos have been posted on the platform by clubs, players and

Dugout has recently announced a number of other strategic partnerships
to support the business’ objective of expanding its global presence. For
example, in December Dugout launched a partnership with Major League
Soccer (MLS) – boosting the brand’s global profile and tapping into the
growing popularity of football in North America.

This approach reflects Dugout’s core belief in “localization of content”
– giving partners and brands detailed analytics that enable them to
better understand audience behavior and tastes in specific markets, in
order to boost fan engagement.

The company has also signed deals with innovative tech companies like
VEWD, SPOTX, Rakuten/Viber and Amazon to reach more users and provide
brands advertising on the platform with better engagement, cutting-edge
user consumer targeting and detailed analytics.


About ballball was
launched by News Corp in August 2013 and is now one of the leading
football video platforms in South-East Asia. It distributes short form
highlights from Europe and other top football leagues in Indonesia and
Vietnam and in the 2017-18 season ballball generated 800 million video
views for this content, representing 966% growth FY15-FY17.

ballball is the 4th largest football destination on Facebook in both
Indonesia and Vietnam (combined population 340 million+) and has
developed partnerships and distribution with a number of regional
blue-chip partners from the digital media and telco sectors to further
maximize its reach.

ballball is based in Singapore and has a staff of 5, as well as
freelancers and in-market translation teams. The rights content
agreements are held by’s
parent company NWS Digital Asia Pte Ltd, which remains a News Corp owned

About Dugout

Dugout represents the first time the world’s biggest clubs have joined
forces to support a business. Since launching in December 2016, 77
clubs, one National Football Federation and two Leagues have all signed
partnerships with the platform.

Each club and player has a dedicated Dugout profile to upload content
and interact with fans and Dugout users get a
totally personalized experience based on the clubs and players they

Dugout works with its partners to create high-quality, original content,
both using unrivalled social reach and on platform which includes videos
from clubs that are exclusive to Dugout, lifestyle and personal updates
from players, and original video series featuring ball skills and tricks
from players that can’t be seen anywhere else.

For details on b2b offering, please go to

About News Corp

diversified media and information services company focused on creating
and distributing authoritative and engaging content to consumers
throughout the world. The company comprises businesses across a range of
media, including: news and information services, book publishing,
digital real estate services, and cable network programming and pay-TV
distribution in Australia. Headquartered in New York, the activities of
News Corp are conducted primarily in the United States, Australia, and
the United Kingdom. More information:

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