Foxtel Media and global sports streaming parent-company, DAZN, have unveiled a wave of advanced advertising innovations at the Foxtel Media Upfront. From 2026, Kayo SPORTS and BINGE will introduce two new digital ad formats; L-Bars and Pause ads, which are designed to integrate brands seamlessly into the viewing experience. The L-Bar is a sleek, non-intrusive ad format that wraps around live content, keeping the game on, while brand messaging plays alongside it. Kayo Buddy, BINGE revampBoth Kayo SPORTS and BINGE will benefit from DAZN’s 3,000-strong global tech team and presence in more than 200 markets. Among the updates is a new feature called Kayo Buddy, an AI-assisted personal streaming companion designed to help fans get more out of their viewing experience.