Sport Social Podcast Network

Sport Social Podcast Network, (Sport Social) has seen a significant increase in downloads of its cycling and cricket podcasts over the last two months, linked to the return of the Tour de France and The Ashes. According to the network’s latest listener data, the number of cycling and cricket shows that were downloaded on the network across June and July increased by 49%, as compared to April and May.

The spike in listeners shows increased appetite from fans for podcast content following key competitions and tournaments. It comes as Sport Social reaches a milestone of 8 million monthly downloads across the network.

During the Tour de France, The Geraint Thomas Cycling Club saw a staggering 96% increase in downloads in July, as compared to June. While the race was on, the podcast – which is developed by Crowd Network – launched a series of special episodes in celebration of the competition, including commentary and day-by-day recaps of the Tour. It also included appearances from competitors, giving listeners exclusive interviews and behind-the-scenes access to the event.

The Ashes also had an impact on listener numbers for cricket podcasts on the network. Downloads for shows including Wisden Cricket Weekly and Storylines: The Women’s Cricket Show by The Analyst increased by 54% between June – July, as compared to April – May figures. During The Ashes, both Wisden and The Women’s Cricket Show produced episodes dedicated to expert analysis, highlights, opinions and debates inspired by the tournament.

Stefan Doyle, Head of the Sport Social Podcast Network, said: “The recent increase in downloads that we’ve seen for our cycling and cricket podcasts specifically, during the Tour de France and The Ashes, shows the power of podcasting when it comes to giving fans more of what they love.”

“Audio is a space that provides people with an opportunity to soak up every second of a major competition, and it’s clear there is a growing appetite from fans and listeners to interact with their favorite sports via podcasts. We’ve built a captive audience of cycling and cricket fans across these verticals, and this means there’s real opportunity for brands and rights holders too, to reach new fans whether through advertising or partnerships with the podcasts directly.

“People aren’t just engaging with their favorite sports simply through TV or radio anymore. They want to be part of every conversation and the buzz that surrounds huge events. Podcasting is an ideal medium to do that, from official shows or something grassroots, and produced by fans themselves. It’s an exciting space to be in.”

Sport Social Podcast Network (Sport Social), one of the UK’s leading podcast networks, has bolstered its advertising offer in US and Australian markets through two new global partnerships.

This includes a partnership with US-based sports podcast network company Blue Wire, which features podcasts on its network from creators across a range of sports including baseball, basketball and football, with works with world class athletes to grow their audio platforms. The other partnership is with ARN, a leading Australian broadcast and on-demand audio company, which is home to several award-winning podcasts in every genre.

Blue Wire and ARN will be able to offer their clients the opportunity to advertise through Sport Social’s popular sports podcasts, getting access to a growing listener base.

This partnership with Blue Wire also means that Sport Social can offer the brands it works with advertising space on podcasts hosted through Blue Wire.

Since launching in 2021, Sport Social has developed a strong network of sports content creators and podcasts, now generating 7.5 million downloads a month. This includes the official podcasts of Manchester City and West Ham, and popular shows Seaman Says and the Geraint Thomas Cycling Club.

Sophie Hind, managing director at Sport Social, said: “It’s a huge milestone moment for us to be working with Blue Wire and ARN, both leaders in their markets who share our passion for audio and sport-focussed content.

“All parties can give advertisers wider access to global audiences and offer greater value for the podcast creators we work with, helping them access more potential sponsorship options from new brands.”

Henry Ettinger, director of network growth at Blue Wire, said: “We’re delighted to be partnering with Sport Social. For us, this partnership is a no-brainer; not only will it maximize revenue for both networks, it will also maximize revenue for all our podcasters too.

“The team at Sport Social are innovative and hungry, and this partnership is another example of how we can work together to propel our companies and the industry forward.”