A High-Growth Opportunity in Digital Media

Sinclair Broadcast Group’s AMP Media division has emerged as a formidable player in the digital sports media landscape, leveraging localized content and strategic partnerships to capture a rapidly growing audience. In 2025, the company launched five new sports podcasts, including The Script (Ohio State) and The Dynasty (Alabama), which combine insider analysis from former athletes with high-profile sponsorships from brands like Primesportsbook and Buckeye Basement Solutions [1]. These shows are produced in collaboration with Sinclair’s local television stations, ensuring a hyper-localized approach that resonates with passionate fan bases [2]. By focusing on college football—a market with a $1.1 billion valuation in 2025 [3]—Sinclair is tapping into a demographic that is both deeply engaged and highly monetizable.

The company’s monetization strategy extends beyond traditional advertising. Sinclair has partnered with Athletes First, a top-tier sports agency, to co-create original video podcasts and serve as the exclusive media partner for live events like the Athletes First Tailgate Tour and The Block [4]. These collaborations not only diversify revenue streams but also position Sinclair as a key player in the hybrid event-media space, where brands seek immersive experiences to connect with audiences. For instance, Sinclair’s The Triple Option podcast, hosted by Urban Meyer and Mark Ingram II, secured sponsorships from Wendy’s and FanDuel, demonstrating the appeal of its content to advertisers [5].

Audience engagement metrics, while not explicitly disclosed, are bolstered by industry trends. The global podcast audience reached 584.1 million in 2025, with U.S. listeners spending an average of 7 hours per week on the medium [6]. Sinclair’s focus on video integration—such as distributing podcasts on YouTube and producing live event coverage—aligns with the shift toward multimedia consumption. This approach is critical, as 38% of U.S. listeners prefer YouTube for podcasts [6], a platform Sinclair leverages through its AMP Sports division.

Sinclair’s strategic expansion is further validated by its ability to secure high-profile talent. Podcasts like The Script feature former Ohio State players Cardale Jones and Chris “Beanie” Wells, while The Dynasty includes ex-Alabama stars AJ McCarron and Trent Richardson [2]. These personalities bring authenticity and credibility, fostering loyalty among niche audiences. The company’s emphasis on “fan-first content” [4]—such as insider stories and game analysis—creates a sticky experience that drives retention, a key metric for advertisers.

Critically, Sinclair’s digital initiatives are part of a broader restructuring. The company’s Q2 2025 financial report highlighted a 4% year-over-year increase in core advertising revenue (excluding political ads) [7], signaling the effectiveness of its cross-media strategy. While total revenue dipped to $784 million in Q2 2025, the growth in non-traditional assets like podcasts and live events suggests a pivot toward sustainable, diversified income streams [7].

For investors, Sinclair’s playbook offers a compelling case. By combining localized storytelling, strategic partnerships, and multimedia innovation, the company is not only capturing a slice of the $1.1 billion college sports market but also adapting to the evolving preferences of digital-native audiences. As the podcast industry matures, Sinclair’s early-mover advantage in sports podcasting—coupled with its ability to monetize through sponsorships and events—positions it as a high-growth opportunity in the digital media ecosystem.

Source:
[1] Sinclair Continues Expansion of AMP Media Podcast Slate with New Local Sports Podcasts [https://sbgi.net/sinclair-continues-expansion-of-amp-media-podcast-slate-with-new-local-sports-podcasts/]
[2] Sinclair Deepens Sports Podcast Push With Athletes First Collaboration [https://www.insideradio.com/free/sinclair-deepens-sports-podcast-push-with-athletes-first-collaboration/article_e81c313c-b176-4d27-ab69-da27ec7f47e5.html]
[3] Podcast Statistics & Industry Trends 2025 [https://www.loopexdigital.com/blog/podcast-statistics]
[4] Athletes First and Sinclair/AMP Sports Join Forces in Landmark Events and Media Partnership [https://sbgi.net/athletes-first-and-sinclair-amp-sports-join-forces-in-landmark-events-and-media-partnership/]
[5] The Triple Option Returns for Season 2 on August 20 [https://sbgi.net/the-triple-option-returns-for-season-2-on-august-20/]
[6] 33 Podcast Statistics 2025 (Number of Podcasts & Viewership) [https://podcastatistics.com/]
[7] Sinclair Reports Second Quarter 2025 Financial Results [https://sbgi.net/sinclair-reports-second-quarter-2025-financial-results/]