Foxtel Media's Kayo-branded lager was on tap at Pirate Life as the team launched the 2026 Winter Codes season with an action-packed "Level Up Your Game Plan" event.
True to theme, guests battled it out across arcade games, while lucky door-raffle winners Darren Pashen (Media Tonic/Yahoo), Tara Tufnell (Match & Wood) and Kate Tottman (Longreach Media) each scored a double pass to the Premiership Lounge at Optus Stadium for the West Coast Eagles' first home game of the season.
But the real game plan was commercial. The team unveiled how brands of any size or niche can win with Foxtel Media this winter, with expanded programmatic inventory and tailored sponsorship packages already opening doors for local and regional Western Australian brands.
Adding another layer to the ecosystem, Foxtel Group platforms are extending content to YouTube - creating yet another touchpoint for sports fans and advertisers alike. From June, YouTube ads across FOX Sports, Kayo SPORTS and BINGE will be available to advertisers direct via Foxtel Media.
The opportunity is backed by data. Sport remains Australia's ultimate mass cultural connector, with 84% of Aussies considering themselves fans, and the Foxtel Group offering brands one connected ecosystem to reach more than 15.1 million viewers beyond the final whistle.
Closer to home, the numbers are just as compelling. According to CommBank iQ, Foxtel Media's Western Australian audiences make 35% more transactions overall compared to audiences on other platforms - spending 56% more in Retail, 102% more in Energy and Insurance, and 104% more in Travel.
Foxtel Group CEO Mark Frain said: "In an uncertain economy, knowing how audiences actively spend in related categories allows brands to invest with confidence. This winter, we've welcomed more new advertisers than at any point in our history, and our expanded programmatic inventory means brands of any size, including local businesses right here in WA, can now enter the game in a premium, high-attention environment."
Perth Sales Director Karen Papalia said: "With touchpoints across linear, streaming, venues, social and now gaming, we can connect brands to highly engaged fans at scale - wherever they choose to consume content. Here in WA, we love our AFL, but a huge opportunity now exists
for NRL with the arrival of the Perth Bears next season. Add Formula 1, Supercars, MotoGP, golf and a host of other codes, and we truly are the Home of Sport this winter."
ENDS
For more information contact:
Sarah Lever
Head of Marketing and Communications, Foxtel Media
+61 499 252 629 / Sarah.Lever@foxtel.com.a