Foxtel Media and DAZN used the Foxtel Media Upfront to announce a slate of advertising and product upgrades for Kayo SPORTS and BINGE, rolling out progressively from early 2026.

The roadmap advances Foxtel Media’s scaled advertising strategy by pairing local audience insights with DAZN’s global tech capabilities.

From 2026, Kayo SPORTS and BINGE will add two ad formats designed to keep viewers in the moment: L-Bars, which wrap brand messages around live action without interrupting play, and Pause ads, full-screen takeovers that appear only when viewers pause live or on-demand content.

Kayo SPORTS will also introduce three-to-six-second solus bumper ads immediately before live game play.

Kayo’s product revamp includes a major connected-TV upgrade with hero carousel brand integrations and a sliding-drawer sponsorship unit.

A new AI companion, Kayo Buddy, will launch in early 2026 to surface real-time fixture updates, player stats, and highlights, with features expanding over time.

Kayo SPORTS will also scale its YouTube strategy to deliver long-form, brand-safe content to younger audiences, opening broader creator and talent integrations across YouTube, TikTok, and Instagram.

Foxtel Media reports continued momentum: Kayo SPORTS subscribers up 9% year-on-year and 20% over two years; viewing time up 8% this year; CTV usage up 29% in 2025 and 82% over two years; and the rebuilt mobile app driving 35% of users from Stories into full video streams.

BINGE, up 9% year-on-year in subscribers, will receive a 2026 refresh with a sleeker interface, improved navigation, and a new TV guide.

“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,” said Mark Frain, CEO, Foxtel Media, adding that formats like Pause ads and L-Bars, the launch of Kayo Buddy and a BINGE rebuild will create “smarter, more accountable advertising opportunities” while enhancing the fan experience.