Foxtel 2027 Upfronts
If there was one takeaway from Foxtel’s 2027 Upfronts, it was this: sport is no longer part of the strategy, it is the strategy. Oh, and Foxtel Media has officially become DAZN Media+, which sounds a bit like a streaming service, a tech start-up and a Formula 1 sponsor all rolled into one.
The rebrand follows DAZN’s acquisition of Foxtel Group and positions the local advertising business within a global sports platform spanning more than 200 markets. For agencies, the good news is that the familiar inventory remains intact, including Kayo Sports, Binge, Foxtel and Foxtel Go. The difference is that these assets now sit inside a much larger sports ecosystem promising better data, technology and audience connections.
At the centre of the pitch is a simple truth: live sport remains one of the few places where audiences still gather at the same time without simultaneously scrolling TikTok, ordering dinner and arguing with strangers online. DAZN wants advertisers to tap into that attention more effectively through first-party fan data, creator content, cross-platform measurement and improved accountability.
Measurement was a major focus. Through partnerships with AudienceProject, InfoSum, LiveRamp and Snowflake, DAZN Media+ is promising more consistent reporting across streaming and linear channels. For agencies trying to justify media budgets, this could mean clearer insights into reach, frequency and ROI. That said, the mention of DAZN’s independent measurement arrangements may still leave some buyers feeling like they are grading their own exam papers.
Foxtel/DAZN wouldn’t be who they are if technology wasn’t another headline. AI-powered planning and sales tools were showcased as a way to simplify forecasting, pricing and campaign modelling. While assurances were given that AI is here to help rather than replace people, history suggests employees may keep one cautious eye on the robot and another on LinkedIn.
One of the more interesting developments was Club Kayo, which expands the offering beyond traditional advertising. Dedicated creator teams across AFL, NRL, cricket and motorsport will produce fan-focused content with access to players, talent and events. This gives brands a way to participate in sports culture rather than simply buying sponsorship logos and hoping for the best.
Poor old Binge barely got a mention. Although it still gives the business, an entertainment adjacency, but was glossed over - looking a bit like the younger sibling forced to watch while the sports stars collected all the trophies. Ultimately, DAZN Media+ wants to be seen less as a media owner and more as a sports-led growth platform. The opportunity is significant, but success will depend on whether it can make its expanded ecosystem easy to buy, transparent to measure and compelling enough for clients to spend beyond traditional campaign cycles.