DAZN Media+ has unveiled a Sports Audience Graph, a multi-sports fan database based from six million first-party data sports fans, built since Kayo SPORTS’ 2018 launch. It also used its Upfront to launch Club Kayo, a new creator-powered sports media ecosystem.
Announced at DAZN Media+’s Upfront at The Cutaway, the Sports Audience Graph matches club members and Kayo SPORTS viewers against verified transaction data, and integrates demographic information, brand affinity and sports viewing behaviour. Purpose built to support planning, activation and measurement, it offers insights available to date on Australian sports fans.
For advertisers, this means moving beyond broad demographics to precision targeting – knowing where a code’s most engaged supporters live, when they’re most receptive, the viewing environments they prefer, and the interests driving their purchases. Brands can then reach these audiences directly across Kayo SPORTS, BINGE and Foxtel, and measure campaigns against sales uplift rather than reach and recall alone – linking media investment to genuine purchasing behaviour.
“The Australian sports ecosystem is data-rich but insight-poor. With Sports Audience Graph, brands can finally connect the dots and tell the bigger story, using the wealth of data from clubs, codes, ticketing platforms and retailers,” commented Nev Hasan, chief sales officer, DAZN Media+.
“We’ve seen through our work with CommBank iQ how connecting premium audiences with purchasing behaviour can help advertisers understand how their investments translate into outcomes. Sports Audience Graph builds on this. By bringing these signals together in a privacy-safe way, marketers can move beyond demographics to understand the real behaviours and passions of their audience – driving more relevant campaigns, more effective media investment and stronger commercial outcomes for brands, rights-holders and fans alike.” said Hasan.
The Sports Audience Graph also enhances the commercial value of fan data for codes and clubs, helping them grow sponsorship revenue and deepen fan engagement. It
provides a clearer view of audience affinity – distinguishing fanatics, fans and followers – as well as where supporters are watching from, enabling clubs and codes to identify and reach audiences beyond their local markets.
Paired with CommBank iQ, it also reveals the categories and brands their fans engage with most, informing sponsorship and partnership strategies to deliver stronger return on investment.
“More ways for advertisers to earn attention”
Also revealed at The Cutaway, DAZN Media+ is taking sports fandom beyond the live broadcast with the launch of Club Kayo, a new creator-powered sports media ecosystem designed to put creators, communities and brands at the heart of Australia’s biggest sporting conversations.
The ecosystem kicks off with four dedicated creator teams: Club Kayo Cricket, Club Kayo AFL, Club Kayo NRL and Club Kayo Motorsport. Each team will be retained across the season, developing distinctive, repeatable weekly formats and building familiarity with audiences over time, rather than relying on individual, campaign-based creator activations.
The dedicated creator squads will react to the biggest moments as they happen, sitting at the intersection of sport, entertainment and pop culture.
The launch reflects how modern fans engage with the games they love. They don’t just watch matches; they react, debate, remix, share and create.
Club Kayo creates new ways for brands to engage fans beyond the live event, with creator-led formats across major codes tailored to different brand objectives and investment levels.
“For brands, Club Kayo creates a credible way to build a meaningful presence within sports culture, whether they are extending an existing sports investment or entering the category for the first time. With 74 per cent of hyper-engaged fans saying they feel more connected to brands that add to the entertainment of sport, there is a clear opportunity for advertisers to contribute value in the moments around the game,” said Toby Dewar, director of customer engagement, DAZN Media+.
“Importantly, this is not a one-off creator activation model. Club Kayo provides an always-on ecosystem that can help brands build relevance over time, with the scale, premium environment and audience intelligence of Kayo SPORTS behind it. The result is more ways for advertisers to earn attention and deliver value to fans across the sporting calendar.”
Building on the global success of creator-powered sports initiatives including DAZN48 around the FIFA World Cup, the launch brings this approach to Australia.
