Record viewership on Kayo Sports and 9.8 billion streamed minutes over 2025 helped Foxtel secure a large advertising line-up for the 2026 AFL season.
Returning sponsors include Chemist Warehouse, Sportsbet, Aussie Broadband, AAMI, Harvey Norman, KFC, McDonald's, Jameson, Bunnings, Ford, Industry Super Fund, NAB, Toyota, Ashley & Martin, Steel Blue Boots, Coles and HBF. Toyota has also returned as naming rights partner of AFL Super Saturday, which has increased by 8% year-on-year.
Foxtel Media has expanded its programmatic inventory, attracting regional and niche brands including GlanEry (VIC), Vital Strength (NSW), Montgomery Homes (NSW), Bank WAW (WA), Funlab (VIC) and Toscano's Authentic (VIC), among those signing for the first time. Cancer Council and ABN Group in Western Australia have also signed tailored sponsorship packages.
"A massive total reach of 15.1 million over the calendar year, capturing a highly engaged audience that spends significantly more than average - 107% more on entertainment, 106% more on insurance, and 91% more on travel,” said Nev Hasan, chief sales officer at Foxtel Media.
“The opportunity for brands is unprecedented, and the stage is set for our biggest AFL season yet.”
The 2025 finals series was the most-watched in Foxtel's history. The preliminary final between Collingwood and Brisbane was the second most-watched live sport audience, and the most-watched AFL game in Foxtel Group's history. Collingwood was also the most-watched AFL team in 2025, up 10% year-on-year and the largest AFL team audience on record.
“Streaming audiences are up 14% year-on-year - marking our seventh consecutive year of growth - making it clear that footy fans are craving a premium viewing experience. And that's exactly what we are delivering, with every game of every round broadcast in 4K, exclusively on Fox Footy,” Monika Poposki, sport sales director, Melbourne & Perth at Foxtel Media.
“Brands are perfectly positioned to capture unmatched, highly engaged attention.”
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