Foxtel Media has officially become DAZN Media+, with the newly rebranded advertising business unveiling a suite of commercial initiatives spanning audience data, AI-powered buying, creators and live sport.
The event on Thursday evening follows this morning’s Breakfast on BINGE, where Foxtel and BINGE made a number of programming announcements for 2027 and beyond.
The rebrand follows DAZN’s acquisition of the Foxtel Group in 2025, with DAZN Media+ now representing the advertising interests of Kayo Sports, BINGE, Foxtel and Foxtel Go.
The 2027 Upfronts saw DAZN Media+ announce new offerings including Sports Audience Graph, independent cross-media measurement, an AI-powered Sales Agent, Club Kayo and a new in-stadium advertising partnership.
Sports Audience Graph puts fan data to work
DAZN Media+ has unveiled Sports Audience Graph, a new database based on first-party data from six million sports fans, built since Kayo Sports launched in 2018.
The system combines Kayo viewing behaviour with club membership, transaction data, demographics and brand affinity, allowing advertisers to target audiences based on their sporting interests and purchasing behaviour.
Sports Audience Graph will be available to agency and brand partners from 2027.
Independent measurement across streaming and linear TV
A new partnership with AudienceProject will give advertisers a single view of campaign reach and frequency across Kayo Sports, BINGE, Foxtel Go and linear TV.
The system will combine campaign delivery data with AudienceProject’s independent audience panel, allowing advertisers to measure demographics, co-viewing, audience overlap and the incremental reach delivered by streaming platforms.
The measurement solution will be available to DAZN Media+ clients from 2027.
AI-powered media buying
DAZN Media+ is also introducing an AI-powered Sales Agent, designed to give advertisers and agencies faster access to available inventory, pricing, audiences and live campaign data.
The system will allow buyers to discover inventory, refine proposals and confirm buys through a more automated process, with the AI-powered endpoint expected to go live in 2027.
Club Kayo
Club Kayo will bring together dedicated creator teams covering AFL, NRL, Cricket and Motorsport, producing recurring content and reacting to major moments across the sporting calendar.
The initiative is designed to give brands opportunities to connect with sports audiences beyond the live broadcast through creator-led formats and communities.
Into the stadium
DAZN Media+ has also partnered with SureVision, giving advertisers access to in-stadium opportunities including perimeter signage, scoreboards and wayfinding.
The deal covers venues including the Gabba and 4 Pines Park, with DAZN Media+ becoming the principal partner for SureVision’s 2027 in-stadium assets.
The partnership is designed to connect stadium advertising with broadcast, digital and social campaigns, giving brands a broader presence around live sport.
What does that mean for us foxtel subscribers??
Di Æ Burrowes It’s just a rebrand of Foxtel’s advertising/media business — there’s no name change to the Foxtel service. – Kyle
TV Blackbox oh ok fair enough, but I was actually referring to the pricing..
Di Æ Burrowes Ahh.. nothing to report on that front, but price increases seem to be pretty guaranteed at this point – these rebrands don’t pay for themselves! – Kyle
TV Blackbox yes I know that the prices will eventually go up that’s what I’m afraid of.. I’m already paying $134 a month if it goes up any more I’ll have to get rid of some channels.. Coz with me being unemployed I can only just afford it now.. ughhh
Wow DAZN media+ is pretty catchy & just rolls off the tongue. 🤣
Alex Flower Good thing it’s just the name of their advertising arm… and apparently everything looks better with a ‘+’ on it. – Kyle
Kayo also need to revive some of the former Fox Sports Australia apps Fox Cricket, Fox Footy and Fox League, under the Kayo brand.
DAZN confused?