Kayo Sports and Fox Sports Appoint Ted Helliar to New Fan Engagement Leadership Role

Kayo Sports and Fox Sports have appointed Ted Helliar as the director of engagement, community and fandom.

This newly created position reflects a shift within the Foxtel Group to prioritise deep, meaningful connections with the sports communities that underpin the commercial success of the platforms.

CEO of Kayo Sports, BINGE, and Foxtel, Hilary Perchard, communicated the appointment via an internal announcement, stating that the brands are doubling down on what matters most to their continued growth.

Perchard noted that the creation of this role allows the organisation to invest further in the health of Australian sport by building a more engaged and loyal spectator base. The move suggests that for Kayo and Fox Sports, the long-term play is no longer just about securing broadcast rights, but about capturing the hearts and minds of the people watching.

“Ted is energised by the opportunity to help position Kayo and Fox Sports as Australia’s leading sports platform by building living fandom that strengthens both fans and Australian sport,” Perchard said. 

The appointment is seen as a way to unite the platforms’ efforts across leagues, athletes, and commercial partners under a single, cohesive vision of engagement.

Helliar joins the broadcaster with an extensive pedigree in sports management and agency environments.

He most recently served as the chief fans officer for the National Basketball League and previously held the prestigious role of chief operating officer for the Sydney Roosters for four years. His professional background also includes time at the global agency network TBWA, where he oversaw major sports campaigns, including work for the FIFA Women’s World Cup.

The new director is scheduled to commence his duties on the sixteenth of March. He will report directly to Cate Hefele, the managing director of Go to Market, who has recently returned to her position following parental leave.

As part of the revised organisational structure, the dedicated social and creator teams for both Kayo Sports and Fox Sports will now report directly into Helliar’s function. 

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