Foxtel Upfront | Foxtel Media and DAZN level up with new ad formats – Foxtel Media and global sports streaming parent-company, DAZN, have unveiled a wave of advanced advertising innovations at the Foxtel Media Upfront. Progressively rolling out from early 2026 brands and advertisers will be able to access new ad formats and transformational upgrades across Kayo SPORTS and BINGE, creating new opportunities to connect with audiences in high-attention moments.
The announcement marks a major step forward in Foxtel Media’s scaled advertising strategy, powered by DAZN’s innovative technology and global reach.
Next generation ad formats
From 2026, Kayo SPORTS and BINGE will introduce two new digital ad formats; L-Bars and Pause ads, which are designed to integrate brands seamlessly into the viewing experience.
The L-Bar is a sleek, non-intrusive ad format that wraps around live content, keeping the game on, while brand messaging plays alongside it. This format is ideal for peak attention moments such as goals, tries, and transitions as it does not disrupt live game play. A Pause ad appears when a viewer hits pause on live or on-demand content. A brand will then take over the screen in a high-attention moment – premium real estate that is viewable, completely uncluttered, and impossible to skip.
For the first time, Kayo SPORTS will also offer three to six-second solus bumper ads just prior to live game play, giving brands an unmissable opportunity to connect with audiences in iconic moments such as the opening round of the NRL or AFL.
Kayo Buddy and BINGE revamp
Both Kayo SPORTS and BINGE will benefit from DAZN’s 3,000-strong global tech team and presence in more than 200 markets.
In 2026, Kayo SPORTS will introduce a range of enhancements, including a major upgrade to the connected TV (CTV) experience, with hero carousel brand integrations and a new sliding drawer sponsorship format. Among the updates is a new feature called Kayo Buddy, an AI-assisted personal streaming companion designed to help fans get more out of their viewing experience. Launching in early 2026, the first version of Buddy will offer useful, real-time insights like fixture updates, player stats and sports highlights. Buddy will continue to develop over time, with the goal of becoming the ultimate viewing companion for sports fans.
With over 14 million fans across Kayo and FOX SPORTS socials, Kayo SPORTS will also scale its YouTube strategy to deliver long-form, brand-safe content to younger sports audiences. In 2026, advertisers will have unprecedented access to Foxtel’s talent and creators, producing fit-for-platform content across YouTube, TikTok, Instagram and more.
The innovation comes on the back of strong momentum for Kayo SPORTS, with subscribers up 9% year-on-year and 20% growth over the past two years. Viewing time has climbed 8% this year, led by CTV usage, which is up 29% in 2025 and 82% over two years. The newly rebuilt Kayo SPORTS mobile app is also driving stronger engagement, with 35% of users moving from Stories into full video streams.
BINGE is also set to receive significant enhancements in 2026, building on 9% year-on-year subscriber growth. The platform will undergo a refresh, with the app designed to deliver a slicker interface, improved navigation, and a new TV guide to help viewers find content faster.
Mark Frain, CEO, Foxtel Media, said:
“Together with DAZN, we’re combining world-class technology and global scale with our deep local audience insights to deliver the next chapter in premium streaming and opportunities that simply don’t exist anywhere else in market. From new formats like Pause ads and L-Bars, to the launch of Kayo Buddy and a complete BINGE rebuild, we’re creating smarter, more accountable advertising opportunities that deliver impact for brands while enhancing the viewing experience for fans.
“With a sharpened focus on growing Kayo SPORTS and BINGE, scaling advertising, and accelerating innovation, these developments set the stage for a more connected, personalised future of entertainment.
Media Release – Foxtel
Link to Foxtel HERE
TV Central Foxtel HERE
Foxtel Upfront | Foxtel Media and DAZN level up with new ad formats
