Foxtel Media has become the exclusive ad sales partner for DAZN-owned Australian YouTube sports channels.
Advertisers will be able to target audiences across the YouTube channels of Fox Cricket, Fox League, Fox Footy, Fox Sports Australia and Kayo Sports.
Currently, ads that appear on these channels are delivered via YouTube, but this will soon be delivered by Foxtel Media.
B&T understands that YouTube will continue to get a clip of the ad revenue—which usually is around 45 per cent—but Foxtel will receive incremental revenue if it exceeds a certain CPM threshold.
The benefit for advertisers is that Foxtel offers guaranteed brand safe premium sports content that often skews younger to audiences on its subscriber platforms Kayo Sports and Foxtel.
It allows commercial partners of Kayo’s AFL, NRL and cricket coverage to reach incremental audiences on YouTube via advertising.
DAZN’s Australian YouTube channels have a combined reach of 2.4 million and collectively deliver over 600 million views, with total views growing 200 per cent in 2025.
“This partnership takes our sports offering beyond the paywall, opening new playing fields for brands to tap into that passion in a trusted, brand-safe environment,” Foxtel Media chief sales officer Nev Hassan said.
“For example, if we are doing an integration across the Matty Johns Show, we can not only integrate branded content within the show, but also have the ads appearing on YouTube alongside the integrated segment. So, it’s a great way to extend the brand and drive incremental reach.
“By combining YouTube’s scale with the targeting capabilities across the DAZN’s Australian digital ecosystem, we’re giving advertisers another powerful tool to amplify campaign performance and maximise return on investment.”
Incremental reach
Initially, the offering will focus on Foxtel Media advertisers and commercial partners. If the audience and advertising interest substantially scales, Foxtel Media may consider offering YouTube spots to brands that don’t already advertise on Foxtel and Kayo network in the future.
At present, there are a handful of advertisers testing out the initiative, with Foxtel Media sold ads to appear on these channels within the next fortnight.
“The reason for distributing content on YouTube currently is to engage audiences that may not know what the Kayo, Fox Sports brands are delivering, so it provides new ways of reaching potential new subscribers,” Hasan said.
“The benefit for us on the advertising side is an incremental audience that may not, an incremental audience to the platform. We know that there might be YouTube customers that aren’t engaging with Kayo, and for an advertiser we’re delivering incremental reach.”
Chris Ledlin, Sports, TV, News Country Lead, YouTube Australia, said: ”By bringing Fox Sports Australia, Fox League, Fox Footy, and Kayo SPORTS content to YouTube, Foxtel & DAZN have created a powerhouse ecosystem where Australia’s biggest sporting moments thrive.
“We are thrilled to grant exclusive YouTube co-sales rights to Foxtel Media. This partnership empowers brands to build deep, high-impact sponsorships across marquee sporting properties on YouTube, including the NRL & AFL, transforming premium sports content into a unified sales strategy that delivers unmatched connection and reach on YouTube.”
- Fox Cricket, which dominates as the top-performing YouTube channel across the suite of channels, generates over 75 million annual views by keeping fans hooked year-round with long-form highlights from Aussie internationals to the IPL.
- Fox League serves up rugby league’s most viral, personality-driven moments, driving 49 million views annually through fan-favourite entertainment shows like Sunday Night with Matty Johns and the cult comedy of Fletch and Hindy.
- Fox Footy feeds the insatiable appetite of AFL fans, generating 18.6 million views annually through heavy-hitting, agenda-setting debate on AFL 360, The First Crack, and On The Couch.
