DAZN Appoints Hannah Whyte As Interim Head Of CRM For American Sports And NFL

DAZN has appointed Hannah Whyte as Interim Head of Customer Relationship Management (CRM) for American sports, including the NFL, strengthening its focus on subscriber engagement and retention.

Whyte officially began her new position on 19 October 2026, bringing more than 13 years of experience in customer retention, lifecycle marketing and digital growth.

The appointment marks her first contract-based leadership role, with responsibility for developing CRM strategies across DAZN's American sports offering.

Her experience includes building and scaling CRM teams, implementing marketing automation and developing AI-enabled approaches to customer engagement.

DAZN Strengthens American Sports CRM Operations

In her new position, Whyte will oversee lifecycle marketing initiatives designed to improve subscriber engagement and retention across DAZN's American sports portfolio.

The role includes responsibility for CRM activity surrounding NFL coverage, where maintaining customer relationships and encouraging continued engagement are important elements of the streaming platform's subscription model.

Whyte's background in marketing automation and data-driven customer engagement will support DAZN's efforts to develop more targeted communications throughout the subscriber lifecycle.

Her appointment also reflects the growing importance of CRM within subscription-based sports streaming, where platforms must maintain audience engagement across different competitions and sporting calendars.

Whyte Begins First Contract Leadership Role

Whyte confirmed her appointment through a professional networking announcement ahead of her official start date, describing the move as an important milestone in her career.

“Excited to say I'm starting at DAZN on the 19th as Interim Head of CRM for American sports, including the NFL! It's also my first contract role, which feels like a big (and very exciting) step,” she wrote.

She also acknowledged the support she received during the recruitment process, thanking colleagues and professional contacts who had offered advice and introductions.

“Thank you to everyone who's helped me over the last couple of months, whether that was advice, an intro or a quick message to see how I was getting on – it all helped.”

Whyte highlighted the involvement of recruitment agency 3Search, thanking Ria Chin-You for the opportunity alongside Shaun McEvoy and Fabio Can Alesi for their assistance.

The appointment places Whyte in a senior customer engagement position within DAZN's American sports operations, where she will apply her experience in CRM development, automation and retention strategy.

DAZN has not disclosed the expected duration of the interim appointment or announced any further changes to its CRM leadership structure.