Ahead of a summer of major sporting events such as the 2024 Paris Olympics and the UEFA European Football Championships, Sport Social Podcast Network (Sport Social) has explored the opportunity for major brands to tap into loyal sports audiences through podcast advertising.
Sport Social’s new report, The New Frontier of Sport Event Advertising highlights the increasing popularity of sports-related podcasts around major tournaments. Coupled with the highly-specific, loyal audiences that podcasting curates, it’s suggested there is a significant opportunity for brands to use podcast advertising to get in front of these audiences timed to big competitions and games.
The report is based on recent data revealing that Sport Social saw a 54% increase in cricket podcast downloads during the 2023 Ashes Series, a 13.9% increase in rugby podcast downloads during the Rugby World Cup, and a staggering 96% increase in cycling podcasts during the 2023 Tour de France. The report also found a notable spike in podcast advertising activity during key periods such as the Rugby World Cup and the beginning of the 2023 Premier League.
This heightened interest in sports podcasts from fans and audiences during key sporting events creates a unique opportunity for brands wanting to tap into podcasting’s highly-engaged audiences. The hyper-focused nature of many podcasts, often focusing on a key category or topic such as a particular sport or club, also means that brands can benefit from unparalleled audience segmentation and geotargeting to create strategic and effective campaigns.
Sophie Hind, Managing Director of Voiceworks Sport and Sport Social Podcast Network said: “We’ve seen a huge rise in brands looking to tap into the power of sport podcasting with the EUROs and Olympics on the horizon. It gives brands the opportunity to reach an engaged audience of fans, and the flexibility to create authentic, effective campaigns by working closely with show creators and major influencers in the space.
“Advertising around sporting events isn’t new, but savvy brands are always looking at where their audiences are and what they are engaging with. As we move into a summer packed with tournaments and competitions, it’s likely sports fans will flock towards podcasts to get all the latest news and views. There’s never been a better time for brands to consider podcasts as part of their campaign strategy.”
For the full report, and to find out how your brand might benefit from podcast advertising, click on the following link: DOWNLOAD REPORT
About Sport Social Podcast Network
Sport Social is Europe’s biggest sports podcast network, that enables podcasts to grow, access value from their content and create thriving sports communities.
Home to shows including The Anfield Wrap, The Joe Marler Show and The Geraint Thomas Cycling Club, Sport Social provides support for distribution, discoverability, monetisation and audience growth for some of the world’s most popular sports podcasts.
It is operated by Voiceworks Sport, a collective of sport audio experts who enable brands to engage more deeply with fans and reach new audiences, through the network’s leading shows. Voiceworks Sport is backed by Communicorp UK, home to some of the most exciting brands in UK radio.
