Sport Social Podcast Network, Europe’s largest sport-dedicated podcast network, has further solidified its brand partnerships by welcoming Netflix onboard for an exciting new advertising campaign.

Partnering with Dentsu London media agency, Netflix will tap into the engaged audience of The Nat Coombs Show, one of the most popular National Football League (NFL) podcasts, to promote its exclusive NFL Christmas Day games.

Hosted by Nat Coombs, a trusted voice in NFL coverage on TV and radio in the UK for over 15 years, The Nat Coombs Show provides Netflix with access to a passionate and engaged fanbase. The campaign, running throughout December, includes host-read and announcer-read ads, as well as activity across Sport Social Podcast Network’s NFL and football verticals.

On Christmas Day, Netflix will feature two NFL games streamed exclusively on the platform: the Kansas City Chiefs face the Pittsburgh Stealers, followed by the Baltimore Ravens playing the Houston Texans. December is a critical month for NFL fans, with teams battling for playoff spots and games intensifying in the race for postseason positions.

Paul Swaine, Brand Partnership Director at Sport Social Podcast Network, said: “It’s such an exciting time for us right now at Sport Social Podcast Network, as we continue to grow the network, and having world famous brands like Netflix wanting to partner with us.”

Working with The Nat Coombs Show across December and the NFL vertical brings a solid campaign with host read ads, announcer reads and social media support. Once again giving the brand a layered integrated partnership that supports and compliments their overall advertising campaign.”

Nat Coombs, host of the Nat Coombs Show, said: “We’re so pleased to be able to partner with Netflix across our various channels, helping to amplify this exciting new connection with the NFL. The NFL UK fanbase is growing and growing and settling down to watch the action on Christmas Day will only enhance that!”

Europe’s largest sport-dedicated podcast network, Sport Social, has secured three new podcast partnerships with major football clubs Stoke City, Wolverhampton Wanderers and Aston Villa.

The new shows join a formidable repertoire of over 500 podcasts hosted by the network, including The Official Man City Podcast and the award-winning The Anfield Wrap.

The partnerships are a testament to the increasing number of rights holders that are looking to utilize podcasting to provide loyal fans with exclusive and in-depth access to their favorite team, players and sport. Creating opportunities for long-form audio, video, and live content outside of traditional media platforms, major sports clubs are able to utilize podcasting to connect with their fans in a new and meaningful way.

Having launched at the start of August, Potters’ Pod: The Official Stoke City Podcast marked the first of the new podcasts to join the network. Hosted by television presenter and nationally renowned content creator Rob Adcock, the podcast offers fans exclusive long-form interviews with first time players, getting under their skin to reveal more of their personalities than ever before and tell their own stories. Its first episode features recent signing Viktor Johansson as well as co-host former Stoke City Striker Chris Iwelumo.

Sport Social has also strengthened its existing relationship with Wolverhampton Wanderers. The network, which already supports the club with the production of its short-form news updates Wolves Express, is now working closely with host, match-day commentator and fan favorite Mikey Burrows to relaunch Wolves Weekly as the fresh and renewed The Official Wolves Podcast. Launched on the 15th August, the show provides fans with in-depth discussion and debates around their favorite team.

Rounding off the network’s recent success is its brand new partnership with Aston Villa, whose podcast The Official Aston Villa Podcast, launched on the 6th of September. Hosted by Alan McInally and Kate Tracey, the show will feature special guests including star players, coaches and club legends. It’s first episode will see summer signing Amadou Onana reacting to the club’s Champions League draw — the Villains’ first ever foray into the competition.

The partnerships come at a time of significant growth for Sport Social, which currently boasts 10 million monthly downloads across its shows. Aston Villa, Stoke City, and Wolverhampton Wanderers will join an impressive list of rights holders already working with the network, including the likes of World Athletics, Brighton and Hove Albion and West Ham United.

Thomas Holdcroft, Head of Marketing and Communications at Stoke City FC, celebrated the partnership: “The launch of Potters’ Pod is an integral part of our endeavors to elevate our content offering for our supporters to be proud of and enjoy.

“We are working really positivity with the Sport Social team on creating something that tells the authentic stories of well known Potters, and helps our fans to get to know the person behind the player in every episode.”

Jim Salverson, Sport Social’s Director of Sport, added: “It’s a pleasure to be joining forces with Stoke City and Aston Villa, and to be expanding our work with Wolves. All three clubs understand the potential of podcasting for building those crucial connections with their fans, and for giving them the content that they want. It’s great to be able to work with them to help make the most of these opportunities and create strong, engaging content that resonates deeply with its audience. I look forward to seeing the shows grow over the coming weeks.”

Sport Social Podcast Network (Sport Social), Europe’s largest sport-dedicated podcast network, has forged a new partnership between Hickory’s Smokehouse (Hickory’s), a growing American BBQ restaurant brand, and one of the biggest National Football League (NFL) podcasts, The Nat Coombs Show.

Hosted by Nat Coombs, who has spearheaded NFL coverage on TV and radio in the UK for the last 15 years, The Nat Coombs Show will allow Hickory’s to tap into a passionate and engaged audience of NFL viewers and fans. The partnership will run throughout the 2024/2025 NFL season and will present listeners with unique, targeted and highly engaging content in a campaign including host-reads, sponsored mini-episodes, and a live recording of The Nat Coombs Show from Hickory’s Wilmslow restaurant.

Hickory’s Smokehouse joins Sport Social at a time of rapid growth for the network, and is the latest addition to a growing roster of well-known brands, including Visit Barbados. It marks the first time that Hickory’s Smokehouse has ventured into podcast advertising.

It follows Sport Social’s recent success in reaching 12 million monthly downloads across its chart-topping podcasts. Alongside household brands, the network also works directly with major rights holders looking to capitalize on audio content, including World Athletics, Tottenham Hotspur and Wolverhampton Wanderers.

Paul Swaine, Brand Partnership Director at Sports Social Podcast Network, said: “As the NFL season kicks off, Hickory’s will be the go-to-place for fans to watch the games – particularly on NFL Sundays — so joining forces with The Nat Coombs Show is a powerful way to further elevate the fan experience. There’s also a significant focus on engaging new audiences, with content aiming to help demystify the NFL and make it more inclusive to UK fans. Podcast advertising can be hugely beneficial for brands, especially when working with shows that truly align with their essence and ethos, and this partnership is an ideal example of that.”

Jason Bligh, Director at Hickory’s Smokehouse explains their NFL story: “We’ve been huge fans of the NFL ever since we first fired up the smokers and swung open the doors in Chester back in 2010. We’ve loved introducing a whole host of new fans to barbecue and NFL over the years, with guests joining us to watch and share the love of the amazing game. And, with the growing popularity of American football in the UK, our NFL Sundays and Super Bowl parties just keep getting bigger.

“We’re super excited to be partnering with The Nat Coombs Show. It will be a great opportunity for our team and regular fans to engage with even more content around the sport and help us reach new audiences. We can’t wait to welcome listeners to Hickory’s and give them an unforgettable experience of this high-stakes game.” 

For more information about Sports Social Podcast Network, visit: https://podcast.sport-social. co.uk

Sport Social Podcast Network (Sport Social), Europe’s fastest growing dedicated sport podcast network, has secured a new major brand partnership for 2024, advertising across its 400-strong network of podcasts.

Visit Barbados via Mirabelle Communication has selected the network to capitalise on a summer packed with major sporting events, including the 2024 ICC T20 Cricket World Cup. It will be running targeted advertising campaigns through Sport Social’s dedicated cricket shows to reach a wide audience of engaged fans with bespoke content.

It comes as a new report by SiriusXM Media, GroupM and Edison Research finds that US sports fans spend over six hours with audio content each day — two hours more than the average person. Sport Social has historically seen a surge of interest and engagement from podcast listeners during significant sporting events, creating valuable opportunities for brands as fans seek out new ways to engage with their favorite sport. In 2023, the network saw a 96% increase in downloads of its cycling and cricket podcasts during The Ashes and Tour de France respectively.

Partnering with Sport Social for May 2024, Visit Barbados will be the official sponsor for over 30 cricket podcasts. It comes in the run up to matches between England and Scotland in Barbados as part of the 2024 ICC T20 Cricket World Cup. The sponsorship will include host-read ads and advertisements featuring well-known cricket legends, providing bespoke content to numerous shows hosted by Sport Social, such as Wisden Cricket Weekly and Simon Hughes’ The Analyst.

The new partnership came as Sport Social celebrates 12 million monthly downloads, and its recent expansion into Germany and France, as part of its plans for ambitious global growth.

Speaking about the partnerships, Paul Swaine, Brand Partnership Director of the Sports Social Podcast Network said: “Advertising is always evolving and we’re seeing a real shift towards ore targeted means. With podcast advertising, especially on dedicated networks, you can segment audiences into really niche categories, something we find that the brands we work with really value.

Sport podcasts in particular offer a unique opportunity, as they often attract very loyal, very engaged listeners, who are keen to soak up everything about their favorite sports. Our work with Visit Barbados will be focused on helping them tap into this, ensuring they can make the most of the upcoming summer of sport.

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.”