New creator-powered ecosystem connects brands with fans year-round across AFL, NRL, Cricket and Motorsport
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. DAZN’s global fan study found that 81% of hyper-engaged fans want to feel part of sport beyond spectating.
With 67% of sports fans globally seeing creators as a critical part of sports culture, Club Kayo is built to meet this demand - bringing creator voices into the Kayo SPORTS ecosystem, combining their authenticity with the rights, vision and broadcast access only Australia's largest sports broadcaster can provide.
Ted Helliar, Director of Engagement, Community & Fandom - Kayo and FOX SPORTS said, “Club Kayo brings together an unrivalled network of creators and their communities to help shape Australian sports fandom, giving them a sustained role alongside the sports they are passionate about.
“Through dedicated teams and repeatable formats, creators can build deeper connections with fans across the season, while tapping into the sporting moments, expertise and platform environment of Kayo SPORTS. It is designed to give their communities more reasons to come together, contribute and stay connected to the codes they love.”
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.
Toby Dewar, Director of Customer Engagement, DAZN Media+ added, “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% 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.
“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’s leading sports codes. DAZN Media+ continues to expand its role in the sports ecosystem - from owning the live moment to building what happens around it: the conversation, the community, the culture and the fandom.
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