Unveiled at the Foxtel Upfronts, the company announced it will roll out a wave of next-gen advertising formats across Kayo Sports and Binge starting in early 2026 — promising advertisers new ways to engage audiences at the most high-impact sporting moments.

New Ad Formats: Built for Impact

From 2026, viewers will see the debut of L-Bar ads and Pause ads:

L-Bar: A sleek ad frame that wraps around live content, ensuring the game stays on-screen while brand messages play alongside — perfect for goals, tries and other peak-attention moments.

Pause ads: Triggered when viewers hit pause, these full-screen placements deliver an uncluttered, high-impact space that can’t be skipped.

Kayo will also introduce 3–6 second bumper ads before live games, giving brands premium access to marquee sporting moments such as AFL and NRL openers.

Kayo Buddy & Platform Upgrades

Kayo Sports will receive a major tech revamp powered by DAZN’s global 3,000-strong tech team. A centrepiece is Kayo Buddy, an AI-driven personal streaming companion launching in early 2026.

Buddy will deliver real-time stats, fixture updates, and highlights, evolving into a full sports companion designed to enhance fan engagement.

Upgrades will also include new connected TV ad formats like carousel brand integrations and sliding drawer sponsorships, blending advertising more deeply into the user experience.

Social & Creator Strategy

With more than 14 million fans across Kayo and Fox Sports’ social channels, Foxtel Media will scale up its YouTube and social video strategy, producing brand-safe long-form content aimed at younger audiences.

Advertisers will gain unprecedented access to Foxtel talent and creators across YouTube, TikTok, Instagram and more.

A New Era for Sports Advertising

The DAZN-powered roadmap represents a major leap for Foxtel Media’s scaled advertising strategy, combining global streaming tech with Australia’s largest sports broadcaster to create what the company calls “transformational opportunities” for brands.