How Sports Podcasts Are Becoming Marketing Powerhouses

Podcasting has emerged as one of the fastest-growing content formats in sports media, offering high engagement, strong listener trust, and effective brand sponsorship opportunities.

From global hits like The Bill Simmons Podcast to India’s 22 Yarns with Gaurav Kapur, sports podcasts are reshaping how fans consume content and how brands advertise to them.

But what makes sports podcasts so powerful? And how are brands using them for marketing success?

A sports podcast studio with a host analyzing a game, showing microphones, audience engagement, and digital broadcasting elements.

🔥 Why Sports Podcasts Are Thriving in the Digital Age

💡 Highly Engaged & Loyal Audiences

63% of podcast listeners take action after hearing an ad, making sports podcasts one of the most effective ad channels.
Unlike traditional ads, podcast listeners spend 30-60 minutes engaged, leading to higher ad recall and trust.

🎙️ Long-Form Content Creates Deeper Fan Connection

Sports podcasts offer in-depth discussions, interviews, and storytelling, giving fans a more immersive experience than short-form content.
Example: “The Grade Cricketer” started as a niche cricket podcast but built a dedicated global audience through long-form storytelling.

📈 Multiple Monetization & Branding Opportunities

Brands use sponsorships, branded content, and in-show integrations to connect with sports fans.
Example: Spotify signed a $196 million exclusive deal with The Ringer (Bill Simmons’ sports podcast network), proving the value of sports podcasting.

📊 Case Study 1: How BlueBet Used Sports Podcasts to Dominate the Betting Industry

📌 Brand: BlueBet (Australian betting company) 📌 Strategy ✅ Partnered with "The Hello Sport Podcast", a highly engaging sports talk show. ✅ Used host-read ads and live betting insights to seamlessly integrate the brand into sports conversations. ✅ Leveraged the podcast’s loyal fan base, ensuring organic brand trust.

📌 Results ✔️ 40% increase in brand recall among sports bettors. ✔️ Higher customer retention, as podcast listeners were more engaged than traditional ad viewers. ✔️ Significant traffic boost to the BlueBet website during major sporting events.

📊 Case Study 2: How Entain Used Podcasts to Drive Sports Betting Engagement

📌 Brand: Entain (Owner of Ladbrokes, BetMGM, and bwin)

📌 Strategy

✅ Created branded sports podcasts discussing match predictions, insights, and betting trends.

✅ Used exclusive athlete interviews to add credibility to the content.

✅ Integrated real-time betting insights, making the podcast informative and action-driven.

📌 Results

✔️ Doubled its share of voice in the UK sports betting industry.

✔️ 60% of listeners engaged with Entain’s digital platforms after hearing an ad.

✔️ Increased sign-ups during major sporting events like the EPL and Wimbledon.

📖 Read More: How Entain is Using Sports Podcasting

🎯 How Brands Can Leverage Sports Podcasts for Marketing

🔹 Partner with Established Sports Podcasts

Sponsoring popular sports podcasts ensures immediate access to a dedicated audience.
Example: Spotify’s deal with The Ringer network helped it dominate the sports podcasting
space.

🔹 Use Host-Read Ads for Higher Engagement

Ads read by the podcast host feel authentic and conversational, improving listener trust.
Example: BlueBet’s ads on The Hello Sport Podcast outperformed traditional betting ads.

🔹 Create Branded Sports Podcast Content

Brands can launch their own podcasts to create a loyal listener base.
Example: Entain’s in-house sports podcasts boosted fan engagement and brand credibility.

🔹 Integrate Athletes & Sports Influencers

Featuring athlete interviews and expert analysis makes podcasts more engaging.
Example: 22 Yarns with Gaurav Kapur attracts Indian cricket fans through player-driven content.

🚀 How UNPAUZED Can Help

Sports podcasting is the next frontier in fan engagement and sports marketing. At UNPAUZED, we help brands:

✔️ Identify high-impact podcast sponsorships in sports and fantasy gaming.

✔️ Develop branded podcast content strategies to build long-term audience engagement.

✔️ Leverage athlete-driven podcast integrations for higher brand credibility.

Want to dominate sports marketing through podcasts? Let’s build your winning strategy—talk to us today.