DAZN Media Plus Unveils Four Major Initiatives in Commercial Strategy Push

DAZN Media Plus has detailed its strategy following a major corporate rebranding, unveiling four core announcements designed to create an end-to-end sports advertising ecosystem.

Formerly operating as Foxtel Media prior to DAZN’s global integration, the commercial arm is expanding beyond traditional streaming inventory following the appointment of Mark Frain to an expanded leadership role.

The shift is centered on four major announcements made at the company’s upfront event: entering stadium signage, launching content creator platform Club Kayo, deploying an AI-powered automated sales agent, and introducing a comprehensive Sports Audience Graph.

Addressing the rationale behind the four-part initiative, Frain noted the necessity of offering an integrated solution for media buyers.

“Yeah, I think the big push to DAZN Media+ was about how do we provide almost an all in one place solution from a sports perspective.”

“And that really took us down the Stadium signage avenue and then secondly into Club Kayo from a content creator perspective.

“On the technological and measurement side, the business is introducing automated trading alongside detailed attribution tools.

“In terms of using AI to create our sales agent, and how do we remove the transactional burden that all media companies are kind of facing between buyer and seller?

“And then probably the the final I suppose I’d say big announcement was around the sports audience graph and clearly they all link up to the the assets that we’ve spoken about.

“But just help helping advertisers and agencies understand both the impact and return on investment the entire sports campaign is having,” Frain explained.

To support the transition, DAZN Media Plus has established specialised commercial units to manage stadium advertising and creator partnerships before integrating them into broader account teams. The integration with DAZN’s global infrastructure is also expected to accelerate product development for Australian streaming platforms Kayo Sports and Binge.

Frain pointed to commercial growth, innovation, and cultural evolution as key performance benchmarks over the next year.

“The numbers don’t lie.”

“I think like in any commercial business, hit the numbers kind of continue on the growth trajectory that the streaming and advertising business has been on, but continually look at probably more lateral growth initiatives,” Frain said.

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