Kayo Sports and Fox Sports have appointed Ted Helliar as Director of Engagement, Community and Fandom, a newly created role designed to deepen connections with sports fans across the platforms.
In an internal email sighted by Mediaweek, Hilary Perchard, CEO of Kayo Sports, BINGE and Foxtel, said the appointment reflects a deeper focus on fan engagement as the platforms continue to grow.
New role created
“Our brands are among the most loved in Australia and, as we continue to grow, we’re doubling down on what matters most, our fans,” Perchard wrote.
“To take fan engagement to the next level across Kayo Sports and Fox Sports, we’re creating a dedicated role focused on building deeper, more meaningful connections with the communities that power our success and allow us to invest in the growth of Australian sport.”
Helliar’s past experiences
Perchard said Helliar brings strong experience across sport, media and agency environments.
“Aligned with the global passion for fan engagement that DAZN brings, I’m thrilled to announce the appointment of Ted Helliar as Director of Engagement, Community and Fandom, Kayo Sports and Fox Sports,” Perchard wrote.
“A passionate sports fan himself, Ted joins us from the National Basketball League, where he served as Chief Fans Officer. Prior to the NBL, Ted was at global agency network TBWA, overseeing major sports campaigns including the FIFA Women’s World Cup, and previously spent four years as Chief Operating Officer of the Sydney Roosters.”
Perchard added that Helliar’s experience across leagues, clubs, athletes, creators and broadcasters would help strengthen fan communities across the platforms.
“Across his career, Ted has worked closely with leagues, clubs, athletes, creators, broadcasters and commercial partners, and 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.”
Cate Hefele
Perchard confirmed Helliar will start on 16 March and report to Cate Hefele, Managing Director – Go to Market, whose role she resumed earlier this week after returning from parental leave. The Kayo Sports and Fox Sports social and creator teams will report into the new function.
Top Image: Foxtel