Sport Social Announces Strategic Partnership with Bauer Media’s audioXi to Expand Access to Sport Podcast Audiences
Sport Social, Europe’s largest sport podcast network, has announced a collaboration with Bauer Media’s leading digital audio exchange – audioXi. The strategic alliance allows audioXi to elevate the scale and depth of its content proposition by offering brands and agencies access to sports fans.
Sport Social’s in-house sales team will continue to represent agencies and brands for tailored solutions. With over 650 podcast titles including Undr The Cosh, For the Love of Rugby and The Anfield Wrap, as well as 14 dedicated sport verticals including football, rugby, cricket, F1, fight sports and gaming, Sport Social continues to deliver rapid audience growth and creative, cross-channel campaign opportunities. These include:
- Seasonal packages around major events in the sporting calendar such as The Ashes, Six Nations, Tour de France and World Cup
- Influencer campaign activations
- Multi-platform activations across audio, video, social, and live events
- Opportunities for mass audience buy at network level
Sophie Hind, Managing Director of Sport Social said: “Market demand for sport content and access to fans continues to grow particularly around major sporting events like the World Cup this summer. For brands looking to reach audiences at scale, it makes perfect sense for us to partner with audioXi’s extensive cross-platform audio marketplace. We’ve been impressed with their team and see real alignment in our approaches. This partnership forms part of our continued growth strategy to deliver maximum value and revenue for our podcasters.”
Charlie Brookes, Director of Digital - Audio UK, Bauer Media, added: “At Bauer’s audioXi we’re thrilled to strengthen our offering in the podcast space by partnering with Sport Social. This partnership will help us reach even deeper audience segments by tapping into listeners that are passionate about sports alongside the existing breadth of the other content we offer, enabling Bauer’s audioXi to be a one-stop shop for brands and agencies. Sport Social’s expertise and editorial credibility aligns perfectly with Bauer Media’s ambition to deliver best-in-class, cross-platform podcast activations for brands. This is just the beginning - stay tuned for more major network announcements in 2026.”
Sport Social’s in-house commercial team will remain the go-to destination for sport-specific briefs and 360 activations, including opportunities across video, social, and product placement.
About Sport Social
Sport Social Podcast Network is a collective of sport audio experts who enable brands, rights holders and podcast creators to engage more deeply with fans, reach new audiences and create thriving sports communities.
Working with world leading rights holders and brands, including eight Premier League clubs, Sport Social develop audio strategies, provide production execution and support with podcast advertising to help organisations unlock commercial growth and deepen engagement with fans.
Its podcast network, Europe’s biggest sports-dedicated network, is home to shows including Undr The Cosh, The Anfield Wrap, and Joe Marler’s The Things People Do. Working closely with creators, Sport Social enables podcasts to grow and access value from their content through distribution, discoverability, monetisation and audience growth support.
This is a press release which we link to from Podnews, our daily newsletter about podcasting and on-demand. We may make small edits for editorial reasons.