DAZN Upfronts 2027: Sports Audience Graph turns fan data into action – DAZN Media+ has unveiled Sports Audience Graph, a new advertising data product designed to turn Australian sports fan behaviour into measurable campaign outcomes.
The platform is built around real behaviour from more than six million first-party sports fans, drawing on data built since the launch of Kayo Sports in 2018.
The announcement is significant because sports rights are becoming as much a data and advertising story as a broadcast story. DAZN Media+ is pitching Sports Audience Graph as a way for brands to move beyond broad demographics and understand where fans live, how they watch and what purchasing behaviour connects with different codes and clubs.
The product matches club members and Kayo Sports viewers with verified transaction data, while also integrating demographics, brand affinity and sports viewing behaviour.
For advertisers, that means campaigns can be planned and activated across Kayo Sports, BINGE and Foxtel, then measured against sales uplift rather than relying only on reach or recall metrics.
Built for codes, clubs and brands
DAZN Media+ says the Sports Audience Graph will also help clubs and codes better understand fan affinity, viewing location and audiences outside their local markets.
When paired with CommBank iQ, it is designed to help identify the categories and brands sports fans engage with, supporting sponsorship and partnership decisions.
Sports Audience Graph will be available to DAZN Media+ agency and brand partners from 2027.
For more Kayo Sports coverage, visit TV Central’s Kayo Sport section. Kayo Sports is available in Australia at kayosports.com.au.
