SYDNEY, AUSTRALIA // Ted Helliar is one of Australia’s leading experts in modern sports fandom, social media and fan engagement, with more than 25 years’ experience building commercially successful brands at the intersection of sport, culture, content and technology. As Director of Fandom & Fan Engagement at Kayo Sports, Australia’s leading sports streaming platform, he leads the strategy to transform audiences into active fan communities through creator ecosystems, original content, social innovation, grassroots participation and fan-first experiences. His work sits at the convergence of broadcast, digital platforms, creators and live sport, with a focus on building deeper emotional connections that deliver measurable commercial growth.

Throughout his career, Ted has held executive leadership positions across the National Basketball League, TBWA Sport & Culture, Sydney Roosters, Rugby Australia and Telstra, while also founding and scaling one of Australia’s leading sports and entertainment agencies. He has developed award-winning brand strategies, built creator and content ecosystems, launched major international sporting events, and advised some of the world’s biggest rights holders and brands on the future of fan engagement. His work has consistently translated cultural relevance into tangible business outcomes, driving audience growth, sponsorship value, memberships, subscriptions and long-term brand equity.

Recognised as a thought leader in the creator economy and the evolution of sports fandom, Ted is a regular industry speaker and strategist, including presenting The DNA of the Modern Fan at SXSW Sydney. His expertise spans social publishing, content strategy, creator partnerships, fan communities, commercial innovation and the changing behaviours of modern audiences, making him a respected voice on how sport can build stronger, more valuable relationships with fans in an increasingly digital world.