The Business Of

Experience marketing – How Kayo Sports converts casual viewers into superfans

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Episode notes

In today’s attention economy, it’s all about getting and keeping eyeballs on your product or service. How do you capture attention in an increasingly crowded market? And once you have it, how do you convert a casual fan into a die-hard fan? 

Darren Werner is the Head of Marketing at Kayo Sports, an Australian streaming service that airs live and on-demand programming. He explains how to capture viewer attention by adapting your product to changing consumer habits and leveraging the media platforms fans already love.  

He’ll also tell you what he learned about promoting the same product across vastly different markets while working with the NBA. 

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The Business Of is a podcast from the University of New South Wales Business School, produced with Deadset Studios.  

This episode is hosted by Dr Juliet Bourke, with insights from Professor Barney Tan. 

The transcript and show notes can be found on our website here. 

Supporting audio for this episode was sourced from Fox Sports, 11Alive, Netflix and WWE.

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