Foxtel Media takes sports ad sales beyond the paywall on YouTube

Foxtel Media is taking its sports advertising offer beyond the paywall, becoming the exclusive ad sales partner for DAZN-owned Australian sports channels on YouTube.

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The deal gives advertisers access to channels including Fox Cricket, Fox League, Fox Footy, FOX SPORTS AUSTRALIA and Kayo SPORTS. Together, DAZN’s Australian YouTube channels reach 2.4 million Australians and delivered more than 600 million views in 2025, with total views growing 200 per cent.

Foxtel Media extends sports campaigns to YouTube

Advertisers will be able to target individual sports channels and extend campaigns running across Foxtel and Kayo SPORTS onto YouTube. Foxtel Media said the partnership is designed to give brands another way to build sponsorships and integrations around sports content.

The expanded footprint also follows audiences beyond live broadcasts, with highlights, recaps and other mid-week programming continuing the fan journey on YouTube.

Fox Cricket is the largest channel in the portfolio, generating more than 75 million annual views from content spanning Australian internationals and the IPL. Fox League records 49 million annual views, while Fox Footy generates 18.6 million.

‘Opening new playing fields for brands’

Nev Hasan, Chief Sales Officer at Foxtel Media, said the partnership extends the company’s sports offering into a platform with significant additional reach.

“As part of DAZN, we see every day the extraordinary power sport has to connect and inspire fans. This partnership takes our sports offering beyond the paywall, opening new playing fields for brands to tap into that passion in a trusted, brand-safe environment.

“By combining YouTube’s scale with the targeting capabilities across the DAZN’s Australian digital ecosystem, we’re giving advertisers another powerful tool to amplify campaign performance and maximise return on investment.”

Chris Ledlin, Sports, TV, News Country Lead at YouTube Australia, said Foxtel Group and DAZN had built “an incredibly passionate, highly engaged community on YouTube”.

“We are thrilled to grant exclusive YouTube co-sales rights to Foxtel Media. This partnership empowers brands to build deep, high-impact sponsorships across marquee sporting properties on YouTube, including the NRL & AFL, transforming premium sports content into a unified sales strategy that delivers unmatched connection and reach on YouTube.”