Instant messages, long term consequences – Insights from DAZN v Coupang

In DAZN Limited (“DAZN”) v Coupang Corp. (“Coupang”), the Court of Appeal has delivered a timely reminder that under English law, informal communications (such as emails and WhatsApp messages), can be sufficient to form a legally binding contract – even where there is reference to the subsequent preparation of a formal written agreement.
While the case is highly fact specific, the Court of Appeal’s decision provides helpful guidance for businesses (particularly those involved in contract negotiation) and a warning that informal communications can have legal consequences.
Background
FIFA (the sole owner of the broadcasting rights to the 2025 World Cup) licensed its rights to the DAZN Group (of which DAZN is a part). DAZN was permitted to sublicense its rights in different territories.
Between January and March 2025, DAZN entered into discussions with Coupang (a major e-commerce and streaming platform in South Korea) regarding the sublicensing of the 2025 World Cup broadcasting rights. Those discussions were conducted primarily via WhatsApp (including voice notes), phone calls and later emails.
On 27 February 2025, Coupang emailed DAZN with a “proposal” to acquire a co-exclusive license to the 2025 World Cup (live and video-on-demand) broadcasting rights in South Korea for US$1.7 million. On 3 March 2025, DAZN sent an email to Coupang stating: “we will accept Coupang Play’s offer for the FIFA Club World Cup 2025 we will start contract drafting and hope to share the draft for your agreement soon”. Two WhatsApp messages were also sent by DAZN to Coupang on 3 March 2025 which similarly confirmed that the proposal in the 27 February 2025 email had been accepted. It was not disputed that the parties had anticipated signing a formal contract at a later date.
The following day, DAZN informed Coupang that it had received a higher offer from another bidder. That rival bid was later increased. DAZN considered that it was entitled to accept that higher bid on the basis that it had only reached a non-binding agreement in principle with Coupang. Coupang disagreed and initiated legal proceedings.
The High Court agreed with Coupang, finding that a binding contract had been concluded. DAZN appealed.
Appeal
The Court of Appeal dismissed DAZN’s appeal in its entirety, finding it clear that “the parties had reached an agreement by which they intended to be immediately and legally bound by the exchange of the emails in question”. Key factors included:
- All of the essential terms had been negotiated and agreed in advance via WhatsApp.
- It was common practice in the industry for deals to be negotiated orally or informally over WhatsApp and then formalised via email.
- There were numerous communications that showed that those negotiating believed that the deal had been concluded.
- Though not decisive, the parties did not qualify their discussions as subject to contract and DAZN had done so in other draft heads of terms.
- With the World Cup approaching, the deal was time sensitive, but the parties showed no urgency in drafting or signing the formal contract after the 3 March email, which indicated that they did not consider it necessary.
Comment
While the judgment is highly fact specific, it nonetheless serves as an important reminder of the limited formalities required under English law to create a binding contract. Businesses, particularly those operating in fast-paced or informal settings, should therefore consider:
- Stating whether negotiations are being conducted “subject to contract” (though this will not necessarily be decisive).
- Ensuring that adequate internal policies are in place regarding the channels by which negotiations are conducted and what internal approvals are required before a deal is accepted. Clear lines of communication and approvals processes will be particularly important for businesses with multiple deal teams negotiating often fast-moving transactions, simultaneously with various counterparties.
- Ensuring that those negotiating understand when they may be bound by an agreement.
- Keeping contemporaneous records of any oral negotiations.
- Considering whether negotiations should involve in-house legal counsel (or external advisors).
- Involving external advisors promptly where issues arise – particularly where there is time-sensitivity.
The line between informal dialogue and enforceable agreement is where many disputes arise. DAZN serves as a reminder that informality in negotiation does not avoid legal consequence and, as such, the benefits of speed and convenience in instant messaging must be measured against the risks for businesses when things go wrong.
A link to the judgment may be found here: DAZN Ltd v Coupang Corp [2025] EWCA Civ 1083 (08 August 2025)








