Stepping into a new role often comes with assumptions. Especially when you think you already know the audience.
That was certainly the case when I moved from an AV Account Director role in media agencies to Sales Manager at Sport Social.
Over the years in my previous role, I saw how often audiences were reduced to neat, predictable segments defined by age, gender, and a single dominant interest. Plans were built around scale and efficiency, with success measured in reach and frequency rather than depth of engagement.
We’d target “sports fans” as a homogenous group, assuming shared behaviours and motivations, when in reality those audiences were far more layered. It worked on paper, but it rarely captured the nuance of how people actually consume media, why they choose certain content, and what truly influences their decisions.
I’ve learned that our audience isn’t just young men - they’re families, parents, and professionals with high purchasing power.
Ryan Barker
When I joined my new team in January, I thought I knew exactly who I’d be talking to - predominantly young men, with an all-encompassing interest in sports (similar to myself to be honest). I wasn't totally wrong, but I quickly had an eye-opening experience once I got into the job.
I’ve learned that our audience isn’t just young men - they’re families, parents, and professionals with high purchasing power. They have layered interests that far extend beyond the lens of being ‘just’ sports fans.
Before I joined Sport Social, If I was planning an activation using the network, I would’ve built a plan centred around the sport fanatic, however I’ve seen that fandom comes in many guises.
There’s the parent who listens with their child not for transfer gossip, but for the connection it gives them. The professional who keeps up with rugby podcasts because it sparks conversation at work. The 30-something who dips into F1 shows out of fascination for the business of the sport, not necessarily the lap times.
Understanding this is where strategy really shifts. You stop talking to ‘sports fans’ as one person and start speaking to an audience with diverse needs, interests and passions – all underpinned by a love of sport.
When a trusted voice delivers a host-read ad that says, ‘I actually use this’ it cuts through in a way a standard advert simply can’t.
Ryan Barker
From a sales perspective, the redefinition of our audience changes everything. It reframes how we talk to brands & should reframe how brands view Sport Social.
These are engaged consumers who spend thoughtfully and listen intentionally. They’re not impulse‑clicking the loudest banner; they’re weighing up whether something genuinely fits into their life.
So, when a trusted voice delivers a host-read ad that says, ‘I actually use this’ it cuts through in a way a standard advert simply can’t. It turns an ad into a testimonial from someone they already know and trust.
Ultimately, this is the real power of podcasting.
It’s not just about reaching ‘sports fans’, it’s about reaching people in context. People who choose to listen, who build trust with hosts, and who are open to brands that genuinely add value to their lives.
For brands, that’s the opportunity. And for us at Sport Social, it’s the story we need to keep telling.