Mark Frain takes control of Kayo, Binge and advertising in DAZN shake-up

Mark Frain will take overall responsibility for Kayo Sports, Binge and DAZN’s Australian advertising business in a major expansion of his remit following Patrick Delany’s elevation to global chief operating officer.

The DAZN Media+ CEO has been promoted to the newly created role of CEO streaming and advertising, putting the executive who has led Foxtel’s advertising operation in charge of two of Australia’s biggest subscription streaming businesses.

The move comes just a week after Frain fronted DAZN Media+’s Sydney upfront, where the business laid out its plans to grow advertising across Kayo, BINGE and Foxtel and pushed a broader commercial proposition spanning sport, entertainment, data, creators and new ad products.

Frain’s appointment effectively brings responsibility for the streaming products and the advertising business under one executive as DAZN looks for further growth from its Australian operation following its acquisition of Foxtel last year.

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“This is the best media company in the country and with all the major sporting rights and Hollywood studio rights locked down, we have a great opportunity to focus on taking growth to a whole new level and I will be working closely with Peter to achieve that,” Frain said.

The restructure follows Delany’s appointment as chief operating officer of DAZN Group, which will see the long-time Foxtel executive relocate to London before the end of the year.

Delany will oversee DAZN’s global operations, including marketing, content, sports rights, advertising and sponsorship, pricing and packaging and subscriber and revenue growth. He will remain chairman of Foxtel Group.

Peter O’Connell, currently an independent director of Foxtel Group, will replace Delany as CEO of the Australian business, reporting to Delany and the local Foxtel board.

O’Connell is chairman of ASX-listed Superloop and Autosports and was previously founder, CEO and chairman of Amaysim. He was also an adviser during Foxtel’s recent negotiations with the NRL, which resulted in a new rights agreement running through to 2034.

Frain’s promotion represents a significant expansion from his current role leading DAZN Media+, formerly Foxtel Media, where he has overseen the group’s advertising and commercial operations.

“Mark has been an exceptional leader for our organisation and done an exceptional job in not only continuing to build the commercial side of DAZN Media+ but has also shown great flair and a natural instinct for disruption in the way he has evolved the business and the product mix to generate more revenue streams,” Delany said.

“Mark really knows sport. He knows entertainment and he knows the shows that drive audiences and drive advertising. He has been prepared to continually push into new ground and he will bring new energy to driving the streaming offering and numbers to new heights.”

Frain said his expanded role would build directly on the strategy presented to advertisers at the upfront.

“I am really excited by the opportunity I now have to drive further growth in Kayo SPORTS and BINGE as well as guiding the expansion and enhancement of DAZN Media+ that we announced at our recent Upfronts,” Frain said.

The changes also see current Kayo Sports, BINGE and Foxtel CEO Hilary Perchard return to Europe after six years in Australia, where he will consult to DAZN. Julian Ogrin will leave after eight years with the business following the completion of Kayo and BINGE’s migration onto DAZN’s technology platform.