Foxtel Media and global sports streaming company DAZN have announced new advertising formats and platform upgrades for Kayo Sports and Binge, rolling out from early 2026.
The innovations include L-Bar advertisements that wrap around live content without disrupting gameplay, and pause advertisements that appear when viewers pause content. Kayo Sports will also introduce an AI-powered viewing companion called Kayo Buddy.
"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 and opportunities that simply don't exist anywhere else in market," said Mark Frain, chief executive of Foxtel Media.
The L-Bar format allows brand messaging to play alongside live content during peak attention moments such as goals and tries. Pause advertisements take over the screen when viewers pause live or on-demand content, creating what the companies describe as premium advertising real estate that cannot be skipped.
Kayo Sports will offer three to six-second standalone bumper advertisements before live gameplay, targeting moments such as NRL or AFL opening rounds.
The AI companion Kayo Buddy will provide real-time insights including fixture updates, player statistics and sports highlights when it launches in early 2026. The feature aims to develop into what Foxtel describes as the ultimate viewing companion for sports fans.
Both platforms will benefit from DAZN's 3,000-strong global technology team and presence in more than 200 markets. Kayo Sports will upgrade its connected TV experience with brand integrations and new sponsorship formats.
The announcements build on performance metrics for both platforms. Kayo Sports subscribers increased 9% year-on-year and 20% over two years, while viewing time climbed 8% this year. Connected TV usage rose 29% in 2025 and 82% over two years.
Binge will undergo a platform refresh in 2026 featuring improved interface design, enhanced navigation and a new TV guide to help viewers find content faster. The platform recorded 9% year-on-year subscriber growth.
Kayo Sports will expand its YouTube strategy to deliver long-form content to younger sports audiences, with advertisers gaining access to Foxtel talent and creators for content across YouTube, TikTok and Instagram.
The platform's rebuilt mobile application drives stronger engagement, with 35% of users moving from Stories into full video streams. Kayo and Fox Sports social media accounts reach more than 14 million fans combined.
"From new formats like Pause ads and L-Bars, to the launch of Kayo Buddy and a complete Binge rebuild, we're creating smarter, more accountable advertising opportunities that deliver impact for brands while enhancing the viewing experience for fans," Frain said.
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