Sport Social Podcast Network secures new major brand partnership

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 Communications 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 person¹. Sport Social has historically seen a surge in 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 favourite 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 come 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 more 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, veryengaged listeners, who are keen to soak up everything about their favourite sports. Our work with Visit Barbados will be focused on helping them to tap into this, ensuring they can make the most of the upcoming summer of sport.”

¹ See the full report from SiriusXM Media, GroupM and Edison Research here