Local television station owner Sinclair Broadcast Group’s podcast business is further expanding as it inks a collaboration with the sports representation and marketing agency Athletes First. As part of the deal, AMP Sports, Sinclair’s growing portfolio of digital content and original podcasts, will develop original video podcasts for both national and regional audiences, spotlighting Athletes First’s roster.
“With A1’s elite roster of talent coupled with AMP Sports’ own collection of talent and original shows, as well as our massive media footprint, this partnership is a perfect fit,” says Eric Welles, Senior VP of Chief Digital Monetization Officer at Sinclair. “We are excited to further enhance our strategy to create high-impact, fan-first, 360-degree content with Athletes First across broadcast, digital, social, audio, and live environments, while giving brands new ways to engage with passionate fans and the biggest tentpole moments in sports.”
As part of the agreement, Sinclair will also serve as the exclusive sports media partner for two of Athletes First’s signature live events, including Athletes First presents The Block and the Athletes First Tailgate Tour. Sinclair will produce original content and brand activations at the next iteration of The Block — scheduled for San Francisco in February ahead of the Super Bowl — and host live, original video podcasts from multiple stops on the Tailgate Tour. It says event content will be distributed across Sinclair’s sports platforms, maximizing exposure and engagement.
“This partnership with Sinclair is a major step forward in how we amplify the impact of our events and our athlete clients,” said Matt Shulman, Head of Properties at Athletes First. “By combining our curated live events and world-class roster with Sinclair’s powerful media reach, we’re creating new ways to engage fans, elevating and enhancing storytelling opportunities, and delivering unparalleled value for our brand partners.”
Sinclair announced it was moving into podcasting in 2022 as part of its “continued focus on digital audience and revenue growth” and “delivering new types of storytelling to our users.” It then launched a sports podcast division last August and debuted AMP Media earlier this year to serve as the umbrella for Sinclair’s non-news original content, including podcasts.






