Amongst the well presented and organised upfronts led by Mark Frain and featuring many network talent(s), The broader intention of the upfronts was towards positioning DAZN Media+ as being one connected commercial proposition and move beyond being viewed simply as a broadcaster or streaming publisher.
DAZN MEDIA+
A Broader Commercial Proposition
Foxtel Media will transition to DAZN Media+, with the new proposition designed to bring together broadcast, streaming, digital video, social, data, gaming, in-venue inventory and sponsorship integrations.
The company positioned this as more than a rebrand. It’s stated ambition is to give advertisers ways to participate “inside” sport and entertainment rather than simply buying advertising alongside it.
KAYO
Become the Lead Sports Brand
The Fox Sports branding will increasingly transition into the Kayo ecosystem, including Fox Footy becoming Kayo Footy, Fox League becoming Kayo League and Fox Cricket becoming Kayo Cricket.
Foxtel described the change as combining Fox Sports’ legacy, expertise and storytelling with Kayo’s digital capability and accessibility.
The long Sports rights runway also gives advertisers greater certainty when considering multi-year sports platforms & sponsorships.
SPORTS AUDIENCE GRAPH
The Biggest New Capability
Sports Audience Graph, a multi-sport fan database designed to support planning, activation and measurement was introduced.
Combining first-party information from 6M+ sports fans, including club membership and viewing data, with transaction, brand-affinity and viewing information.
The ambition is to allow advertisers to move beyond demographic sports audiences and understand fans through actual behaviours and interests.
BINGE
Entertainment Remains Central
Despite the strong emphasis on sport, entertainment remains strategically important.
The major announcement was an expanded partnership with NBCUniversal.
This includes exclusive first-run programming from Sky Studios, Universal International, DreamWorks content and a dedicated Crime channel.
From 2028, Hayu is also expected to be integrated directly into Foxtel’s platforms.
BASTION’S KEY TAKEAWAYS
DAZN Media+ now becomes a broader sports and entertainment partner rather than simply another video supplier. The opportunity is particularly relevant for brands that want to combine media, sponsorship, content and experiential activity without navigating multiple separate rights holders or partners.
The commercial model of this requires testing on whether integrated packages deliver genuine incremental audience and value rather than simply bundling additional assets into a larger investment.
There are three areas worth exploring in 2027:
- Using the Sports Audience Graph to identify relevant audiences beyond traditional demographics
- Testing integrated sports partnerships that combine media, venue and sponsorship assets
- Considering Kayo and BINGE as complementary premium streaming environments rather than simply extensions of linear television, especially given the new structure of Fox Sport/Kayo.
The opportunity to engage with audiences at a deeper and more precise targeting level beyond traditional placements is a compelling change in Foxtel’s position in market and keeps them in step with how advertisers and agencies want to engage now, and in the future, but the right approach is always test, learn and validate rather than buying into the scale and theatre of the Upfront story, especially as this is a new approach from DAZN Media+.
