In an industry marked by rapid consolidation and bold moves – most recently seen in the billionaire-backed British sports network DAZN’s acquisition of Foxtel – Stan Sport has charted a different course. Focused on internal excellence and robust partner relationships, the streaming sports platform has steadily carved out a distinctive space in Australia’s competitive sports media market.
A differentiated proposition
Ben Kimber, director of Stan Sport, sums up the company’s ethos: “Stan sports is now four years old, and I think we’ve shown in that four years that we are very carefully building a good business. I mean, it’s not so much about the outside forces around our business, but instead what we do on the inside that counts.”
This approach – prioritising the quality of internal operations over reacting to market turbulence- has allowed Stan Sport to maintain a steady growth trajectory. Kimber further emphasises that the secret to their success lies in forging strong, mutually beneficial partnerships.
“We’ve got fantastic partners, and we offer them an experience for both their fans and their business, no one else can,” he said. “So we absolutely lean into our partners, and we do the best with them, and the market will keep moving, and we’ve shown that we can move with the market.”
Ben Kimber, director of Stan Sport.
What 2025 has in store
Looking ahead, Kimber remains far from complacent. This year will see the platform expand by offering with a deeper dive into live sports and premium entertainment content. “We’ve been the home of rugby now for four years into our fifth year, and that is an absolute jewel in the crown for rugby fans. The tour is phenomenal. It touches every single city in Australia. It goes on for, you know, a good six weeks. So it’s gonna be, it’s gonna be enormous,” he said.
The power of integrated entertainment and advertising
Stan Sport’s unique positioning is further bolstered by its commitment to delivering a well-rounded entertainment experience. “That’s a nice point of difference in the market that we keep it all together,” Kimber said.
“We have some absolutely fantastic entertainment products based around sport, like the Craig Bellamy documentary and the upcoming Russell Crowe film The Beast In Me. We focus on making sure that our sports fans get a great entertainment experience as well. So tying those two things together, we think, is quite powerful.”
Russell Crowe in the film The Beast In Me.
This integrated approach creates natural opportunities for advertisers. Unlike traditional sports programming, which is interspersed with ad breaks, Stan Sport leverages its content-driven strategy to offer advertisers a platform where brand messages are seamlessly interwoven with high-quality, engaging content. As Kimber explains: “It’s a bit of a natural progression for sport. Sport is very different entertainment in that a lot of the sport is built with ad breaks in it so there’s actually space in there for ads that we currently fill with other content.”
Strengthening ties with Nine
A cornerstone of Stan Sport’s evolving strategy is its strategic partnership with Nine Entertainment. In an era when major industry players are aligning to offer combined advertising and content solutions, the collaboration with Nine is seen as a significant competitive advantage. “It’s an absolute partnership with nine. We’re a part of the same business. It’s actually an absolute strength,” states Kimber.
According to Kimber, this partnership not only expands Stan Sport’s reach but also reinforces a unified approach to content distribution and ad sales, providing a robust framework for both current and future advertising opportunities.
Revealed – Craig Bellamy: Inside the Storm.
DAZN and Foxtel
While the broader industry navigates disruptive deals and market realignments – such as the DAZN-Foxtel transaction – Stan Sport’s emphasis on internal development and strategic alliances has allowed it to thrive. By focusing on building high-quality content, deep-rooted partnerships, and innovative advertising solutions, Stan Sport is setting new standards in sports entertainment.
As the platform continues to expand its footprint, trade and advertising professionals will undoubtedly keep a close eye on Stan Sport’s evolution – a testament to how careful, internally focused growth can succeed even amid industry upheaval.
Pictured: Wallabies superstar Joseph-Aukuso Suaalii in the 2025 Lions Tour jersey