Fresh off a blockbuster NRL season opener in Las Vegas, Kayo has shifted gears — staking its future on Formula One and motorsport in a bold play to dominate Australia’s premium sports streaming market.

At a high-profile event at the Formula 1 Exhibition at the Melbourne Convention and Exhibition Centre on the eve of the Australian Grand Prix, Foxtel Group CEO Patrick Delany confirmed that Formula One will remain on Foxtel and Kayo under a new rights extension. But the announcement went further, signalling a broader strategy to turn motorsport into a core growth engine for the business.

Central to that push is the launch of a new weekly 360 Motorsport program in 2026, extending the successful Fox Sports 360 franchise into a category Delany describes as the company’s “fourth tier” of sport.

The move comes as Formula One cements its status as one of the fastest-growing sports in the world — and a magnet for affluent, tech-savvy audiences.

Live television viewership for F1 rose 21 per cent year-on-year across all sessions in 2025, with 18 of 24 races posting audience growth in key markets. In the United States — now the sport’s fastest-growing territory — broadcasters have recorded audience growth of 135 per cent over recent years.

For Kayo, the numbers represent more than just sporting momentum — they represent premium advertising opportunity.

The platform’s audience skews heavily toward the lucrative 18–54 demographic with above-average household incomes. Subscribers use an average of 3.8 unique devices per account, underscoring the multi-screen, high-engagement behaviour that advertisers covet. Features such as SplitView, Key Moments, No Spoilers and personalised viewing have helped position Kayo as a differentiated OTT product in an increasingly crowded streaming market.

Analysts now view Kayo as evolving beyond a pure subscription sports streamer into a high-attention premium advertising environment — a shift that aligns neatly with Formula One’s escalating global profile and rising commercial value. The 2026 F1 season is expected to introduce significant new technology across the sport, further fuelling interest among tech-focused audiences and brands.

Apple is widely regarded as one of the sport’s strongest global supporters, and technology brands spanning fitness and communications are increasingly using F1 as a marketing platform — a trend that strengthens Kayo’s hand.

“In our ecosystem we’re able to really cross-pollinate these sports for advertisers,” Delany said. “You can’t grow your sport unless you’re where all the sports fans are — and that is Kayo.”

While Kayo continues to grow at approximately 10 per cent annually, Delany acknowledged Foxtel retains an older, loyal sports audience — a demographic the company sees as complementary rather than competitive.

“They’re older — they’re the ones that love sport — so we get a net growth via this audience along with Kayo,” he said.

Under the renewed agreement, Kayo Sports will continue to deliver every Formula 1 race, qualifying and practice session, alongside MotoGP and Supercars coverage — consolidating major global and domestic motorsport properties under one streaming roof.

“Kayo SPORTS is Australia’s sports leader with the best in live sport, which is well-illustrated by having Formula 1®, MotoGP and Supercars all in one place,” Delany said.

“Fans are telling us they want more during the week, so we are giving them more in a format that has demonstrated its success and popularity.

“We are constantly looking for ways to push the boundaries of sports broadcasting, driving continued innovation and new initiatives that elevate the experience for both our fans and our sporting partners. By expanding our stunning 4K coverage to bring customers closer to the track, and investing in dedicated, world-class programming, we are ensuring that Fox Sports and Kayo SPORTS remain the ultimate 24/7 destination for motorsport fans.”

With global F1 audiences accelerating and streaming competition intensifying, Kayo’s strategy is clear: own motorsport, own the premium sports fan — and turn speed into sustained subscriber and advertising growth.