Ted Helliar Appointed to Lead Fan Engagement at Kayo and Fox Sports
Ted Helliar has been appointed as the new Director of Engagement, Community, and Fandom at Kayo Sports and Fox Sports. This role emphasizes a strategic shift within the Foxtel Group, aiming to cultivate deeper connections with sports communities that drive commercial success.
Ted Helliar’s Role and Objectives
His appointment was announced by Hilary Perchard, CEO of Kayo Sports, BINGE, and Foxtel. Perchard highlighted the importance of this role in fostering a more engaged and loyal spectator base. The initiative underscores a broader strategy to support the health of Australian sport.
- Position: Director of Engagement, Community, and Fandom
- Appointment Date: March 16
- Reporting to: Cate Hefele, Managing Director of Go to Market
Strategic Vision for Kayo and Fox Sports
The creation of this role marks a significant shift for Kayo and Fox Sports. The focus is shifting from merely securing broadcast rights to fostering genuine connections with audiences. Perchard emphasized that Ted’s expertise will help position these platforms as the leading sports destination in Australia.
Ted Helliar brings a wealth of experience to this new position. Previously, he served as the Chief Fans Officer for the National Basketball League. His background also includes four years as Chief Operating Officer for the Sydney Roosters. Furthermore, Helliar has experience at TBWA, where he led significant sports campaigns, including those for the FIFA Women’s World Cup.
Unifying Fan Engagement Efforts
The appointment of Helliar aims to streamline engagement efforts across various leagues, athletes, and commercial partners. His leadership will ensure that both Kayo Sports and Fox Sports maintain a cohesive vision for fan interaction and community building.
As part of this restructuring, dedicated social and creator teams from both platforms will now report directly to Helliar. This alignment is expected to enhance collaboration and innovation in how Kayo and Fox Sports connect with their audiences.
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