Remember when clubs thought social media was just a passing fad? Or when YouTube was just for fan-made highlight reels? Fast forward to today, and those platforms are now essential parts of any media strategy. Now podcasting is cementing itself as a firm part of an official rights holders media armory.
Whether you're a football club, governing body, or other sporting rights holder, here are six compelling reasons why podcasting should be part of your official media mix.
1. Create Revenue
Let’s start with the bottom line. Podcasts aren’t just audio, they’re 360° media assets. A single episode can be repurposed across:
- Audio platforms (Spotify, Apple, etc.)
- Video content (YouTube, Reels, TikTok)
- Social snippets (quotes, audiograms, behind-the-scenes)
Each of these touchpoints is sponsorable. That means more inventory for your commercial team and more value for your partners.
But it’s not just about new assets. Podcasts also help add narrative and storytelling to existing sponsorships. Got a front-of-shirt sponsor? Use your podcast to tell the story behind the partnership. Podcasts are great for adding meaning to existing sponsor deals.
2. Reach Global Audiences
Podcasting is one of the fastest-growing media formats globally and your fans are already listening.
Spotify’s Culture Next report shows a 20% year-on-year growth in Gen Z audiences consuming sports content via audio.
That’s a generation of fans who are discovering clubs, players, and leagues through their headphones.
If you’re not creating content for them, someone else is.
3. Maximise Audience Attention
In a world of 3-second scrolls and muted autoplay videos, podcasting stands out. Why? Because people actually listen.
According to RAJAR, 84% of podcast listeners consume most or all of an episode. That’s unheard of in most media formats.
Across our existing Rights Holder slate, we typically see 80–90% average listen-through rates. That’s not just reach, it’s attention… and attention is what drives impact, whether you're promoting a match, a message, or a sponsor!
4. Deepen Engagement
Sports fans are already audio superfans. According to Edison Research, sports fans consume 63% more audio than the average person, clocking in at over six hours a week.
They’re not just listening. They’re emotionally invested. Podcasts allow you to go beyond the highlights and headlines to tell deeper stories, share behind-the-scenes moments, and build a stronger emotional connection with your audience.
5. Build Communities
Podcasting isn’t just about broadcasting, it’s about belonging. 58% of sports audio listeners say they tune in to feel part of a community.
That’s a powerful stat. Your podcast can become a weekly ritual for fans, a place where they feel closer to the club, the players, and each other.
Whether it’s match previews, fan Q&As, or interviews with legends, podcasting helps you extend the matchday magic across the week.
6. Generate Commercial Value
Let’s talk ROI. A recent study by OMD and Acast found that podcast advertising delivers a return on ad spend (ROAS) of 4.9x—outperforming radio, TV, and print.
Podcast listeners are also more likely to remember and act on brand messages than any other comparable medium. The intimacy of podcasting, combined with high attention and trust in hosts, makes it a uniquely powerful channel for sponsors.
Don't forget podcasts can enhance existing partnerships too. Use them to tell the story behind a sponsor, highlight their values, or integrate them into content in a way that feels natural and valuable.
Podcasting: A Must Have!
Podcasting isn’t a "nice-to-have" anymore - it’s a must-have. It’s where your fans are. It’s where attention lives. And it’s where your next big commercial opportunity might be hiding.
If you’re not already podcasting, now’s the time to start. Talk to us to find out how.