Kayo Sports has launched a new campaign that taps classic family archetypes to promote the value and flexibility that the Foxtel-owned sports streaming platform can offer families.

The campaign is timed with the winter code viewing season, a period that sees nearly half a million people tuning in for regular season rounds. It coincides with Kayo Sports reaching its highest number of subscribers, with a reported 1.5 million and counting.

The campaign was conceptualised and produced by the newly branded BALBOA creative team at Foxtel Group, formally known as Fox Creative. It includes two 30-second TVC ads, one focused on AFL and the other on NRL.

"Many Australian families are feeling the pinch with rising costs and we're seeing a trend of customers choosing to seek entertainment at home, rather than going out. For these families and for all sports fans, Kayo Sports offers incredible value," said Executive Director, Kayo Sports, Cate Hefele.

The new campaign was launched on 4 August and will be featured on TV, digital video, social media, radio ads, and OOH (Out of Home) executions. The campaign is part of Kayo Sports' 'Get on Board' brand campaign that launched at the beginning of the winter codes season.

"With our subscriber numbers hitting new heights, this campaign is targeted at our next phase of growth - young Australian families shifting to streaming. It highlights the value of Kayo Sports as the home of over 50 live sports for as little as $25 per month. With access to every game, race and match of Australia's favourite sports including AFL, NRL, F1, Netball and cricket, live, ad-break free during play, and in 4K Ultra HD, Kayo is that destination for families during the sports season," Hefele said.

Kayo Sports offers over 50 live sports for as little as $25 per month, including AFL, NRL, F1, Netball, and cricket, live, ad-break free during play, and in 4K Ultra HD.

"Sport is a shared passion for many Australian families, and it brings us together. With this campaign, we wanted to demonstrate the value that comes with Kayo Sports through funny and relatable scenarios and characters to show that Kayo Sports offers something for everyone in the family," said Executive Creative Director, BALBOA, Guy Sawrey-Cookson.

Media for the campaign was handled by Mindshare and the Foxtel Group Media Team.

"Kayo Sports has something for everyone - from casual fan to fanatic. It's never been easier for Australian families to follow their favourite sports," said Hefele.