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Still, Rice said “we are very confident we can provide a quality service” in Canada, adding that “it’s a bit of a customer education thing as well.” Meaning, not everyone will have the right technology, either with their device or their internet connection or both, to ensure the streaming is ideal. He allowed that the negative feedback in this country had been heard — “it’s a socially active and engaged audience in Canada,” he said, diplomatically — but also noted that, since DAZN does not require a long-term subscription, customers who find it wanting in the coming weeks can cancel. Uh, silver lining, I guess?

Give DAZN credit at least for acknowledging its troubles, which is a different tack than that taken by the National Football League, so far oddly silent on the issues here with its new partner. I asked on Tuesday to speak to someone at the NFL about the DAZN partnership, was told that a lot of executives were travelling, and in the days since have received no response to multiple follow-ups. Perhaps they are just very busy, but when a sports league sells exclusive rights to its every-game package to one provider, it is no small problem when that provider face-plants in the opening days of the season. Those Canadians who are swamping DAZN’s social media accounts aren’t just mad because the service isn’t working, they are mad because NFL Game Pass isn’t available from anyone else in this country.

One possible reason the NFL isn’t saying anything much about this yet? Because the league is still considering the scope of the problem. DAZN’s parent company, U.K-based Perform Group, announced in May that it was going to market the NFL’s broadcast rights in more than 100 countries outside the Unites States and Europe, including Canada and Mexico. Game Pass was said to be a big part of that growth.

We’ll go ahead and put them down for an early fumble. DAZN’s next big test comes on Sunday. Good luck to those manning the social media accounts.

sstinson@postmedia.com