DAZN Upfronts 2027: Club Kayo brings brands into Australian sports fandom – DAZN Media+ has launched Club Kayo, a creator-powered sports media ecosystem built around AFL, NRL, cricket and motorsport.
The new initiative will use dedicated creator teams across Club Kayo Cricket, Club Kayo AFL, Club Kayo NRL and Club Kayo Motorsport, with creators retained across the season rather than activated only for short campaigns.
For viewers and advertisers, Club Kayo points to how live sport is now surrounded by commentary, reaction, social video, fan communities and creator-led formats. DAZN Media+ is building a commercial product around those conversations, not only the match broadcast itself.
Each creator team will develop repeatable weekly formats and respond to major sporting moments as they happen, sitting across sport, entertainment and pop culture.
DAZN says its global fan study found 81 per cent of hyper-engaged fans want to feel part of sport beyond spectating, while 67 per cent of sports fans globally see creators as a critical part of sports culture.
Always-on sports culture
Club Kayo is designed to give brands new ways to reach fans across the sporting calendar, particularly in the moments before, after and around live matches.
The launch follows DAZN’s global creator-powered sports work, including DAZN48 around the FIFA World Cup, and adapts that approach to Australian codes.
For more Kayo Sports coverage, visit TV Central’s Kayo Sport section. Kayo Sports is available in Australia at kayosports.com.au.
