Transforming fan intelligence into measurable commercial outcomes
DAZN Media+ has unveiled Sports Audience Graph, a multi-sports fan database based on real behaviour from six million first-party data sports fans, built since Kayo SPORTS’ 2018 launch.
Announced at DAZN Media+'s Upfront at The Cutaway, the solution 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 the richest 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.
Nev Hasan, Chief Sales Officer, DAZN Media+ commented, "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.
“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,” Hasan said.
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. DAZN Media+ continues to extend partner access beyond live sport broadcasts, becoming the most valuable partner for brands in helping them connect to fans in defining moments. Sports Audience Graph will be available for DAZN Media+ agency and brand partners from 2027.
Images to accompany this announcement will populate here later tonight.
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For a full list of 'Breakfast on BINGE' and DAZN Media+ Upfront announcements, head here.
Download imagery from the 'Breakfast on BINGE' here.
Download imagery from the DAZN Media+ Upfront here.