Over the past few years, podcasting has evolved from a niche format into one of the most powerful channels in sports media.
What was once seen as an experimental space is now mainstream entertainment, attracting huge audiences, shaping fan culture, and becoming an essential platform for brands looking to reach highly engaged communities.
At the recent Broadcast Sport Content Summit at Dock10, MediaCity, I had the pleasure of chairing a panel discussing one of the biggest questions in the industry today:
How do you make a podcast commercially successful without losing the authenticity that makes the medium work in the first place?
Joining me on the panel were Jay Motty from Stretford Paddock, Lisa Solman from WPP Media, and Max Lowe from Invincible Studios. Between us, we’ve built audiences, brokered brand partnerships, and delivered campaigns across hundreds of podcasts — and the discussion highlighted why podcasting continues to grow as a commercial force.
Podcasting is no longer niche, it’s a core part of sports marketing
One of the biggest shifts we’ve seen is how brands now view podcasts. A few years ago, podcast advertising often felt experimental. Today, it’s a standard part of the media mix.
From an agency perspective, Lisa Solman explained that podcasts give brands a fast track into passionate communities.
“Partnering with a podcast gives endorsement from trusted voices in that space. If talent you listen to every week is talking about a brand, that gives them a right to play in that sport or community.”
Lisa Solman, WPP Media
This is particularly true in sport, where fans are emotionally invested and highly engaged. When a brand becomes part of that conversation, the impact is far stronger than traditional advertising.
At Sport Social, we see this every day. Brands aren’t just looking for reach — they want connection, credibility, and context. Podcasting delivers all three.
Authenticity is the difference between success and failure
As podcasting has grown, so has the number of brands entering the space. But success isn’t simply about placing ads — it’s about making sure the partnership feels natural.
Jay Mottershead spoke about how things have changed since Stretford Paddock started:
“When we started, you had to go looking for brands. Now they’re coming to you. But the key is making sure it’s a natural fit. If the audience thinks you don’t believe in what you’re talking about, it doesn’t work.”
Jay Mottershead, Stretford Paddock
This is one of the biggest lessons for brands entering podcasting for the first time. Listeners have a strong relationship with hosts, and they can instantly tell when something feels forced.
The most effective campaigns are the ones that become part of the conversation — not interruptions.
We’ve seen the best results when the host can talk about a product in their own voice, in a way that feels like part of the show rather than a scripted advert.
Reach matters, but engagement matters more
Another theme that came up repeatedly was the shift away from vanity metrics.
Brands are no longer just asking how many downloads a show has. They want to know:
- Who is listening
- How long they listen for
- How engaged they are
- How the content performs across audio, video and social
Jay summed this up perfectly:
“Views don’t always equal engagement. You can get big numbers, but if people aren’t staying, commenting, or coming back, brands notice that now.”
Jay Mottershead, Stretford Paddock
This is where podcasting has a real advantage. Audiences choose to listen, often for long periods of time, and that creates a deeper relationship than most other media channels.
From a brand perspective, Max Lowe explained why that matters:
“You might not always be able to track a direct number, but if you’re speaking to exactly the right audience in the right environment, that’s good marketing.”
Max Lowe, Invincibles Studios
Podcasting is now multi-platform, not just audio
Another major change is that podcasts are no longer just audio shows.
Today, successful podcasts exist across multiple touchpoints:
- Audio platforms
- YouTube and video
- Social media clips
- Live events
- Community channels
For many younger audiences, video is actually the primary way they consume podcasts.
Max Lowe highlighted how important that has become for brands:
“Video opens up new creative opportunities. You can show things, not just talk about them, and that makes integrations feel more natural.”
Max Lowe, Invincibles Studios
We’re seeing this across the Sport Social network too. Shows that combine audio, video and social content give brands more ways to activate campaigns and reach different audiences.
Live events and community are the next stage of growth
One of the most interesting parts of the conversation was how podcasting is moving beyond digital entirely.
Jay Motty spoke about the growing demand for live shows:
“Once a podcast reaches a certain size, people expect live events. It’s a way to connect with the audience in a different way, and it opens up new opportunities commercially as well.”
Jay Mottershead, Stretford Paddock
Live events, fan experiences and community activations are becoming a natural extension of successful podcasts, and they give brands even more ways to be involved.
For rights holders, clubs, and sponsors, this creates a new kind of platform — one that sits somewhere between media, entertainment, and fan engagement.
Why brands are investing more in podcasting than ever before
From our perspective at Sport Social, one of the most noticeable trends is where podcast budgets are coming from.
We’re seeing investment shift from:
- Traditional radio
- Influencer marketing
- Display advertising
- Social campaigns
…into podcast partnerships.
In many cases, podcasting delivers the best parts of all of them:
- The trust of audio
- The reach of social
- The personality of influencers
- The storytelling of long-form content
That combination is incredibly powerful.
As Lisa put it during the panel:
“You’d have to be living under a rock not to see the trajectory of podcasting right now. Almost every brief we see includes podcasts in some way.”
Lisa Solman, WPP Media
The key to commercial success: protect the relationship with the audience
If there was one clear takeaway from the discussion, it’s this:
Podcasting works commercially because of the relationship between host and listener — not in spite of it.
The shows that succeed long-term are the ones that protect that trust, even when they grow.
For networks, creators, and brands alike, the goal should always be the same:
- Work with the right partners
- Keep the content authentic
- Understand the audience
- Build campaigns that feel natural
When you get those things right, podcasting becomes one of the most effective commercial platforms in sport.
And the growth we’re seeing suggests we’re only just getting started.