The latest innovations in audio adtech allow for large, at-scale campaigns that reach your defined audience across all sports content, formats, and devices. With options such as sports category targeting, curated podcast collections, or even programmatic buying, you can align with top publishers like Locked On, NBC Sports, Yahoo Sports, and Blue Wire and see […]
The latest innovations in audio adtech allow for large, at-scale campaigns that reach your defined audience across all sports content, formats, and devices. With options such as sports category targeting, curated podcast collections, or even programmatic buying, you can align with top publishers like Locked On, NBC Sports, Yahoo Sports, and Blue Wire and see big results without the cost of a custom activation.
The latest innovations in audio adtech allow for large, at-scale campaigns that reach your defined audience across all sports content, formats, and devices. With options such as sports category targeting, curated podcast collections, or even programmatic buying, you can align with top publishers like Locked On, NBC Sports, Yahoo Sports, and Blue Wire and see big results without the cost of a custom activation.
Sports fans are listening—and digital audio gives advertisers a direct line to their passion. By integrating with sports podcasts, live shows, and curated music experiences, brands can connect with audiences in a way that feels organic, relevant, and impactful. Audio is an extremely low-barrier, cost-efficient way to get your message to sports fans.
For brands seeking meaningful connections with this vast, diverse, and extremely valuable audience, digital audio is an opportunity they can’t afford to ignore. With sports fans spending an average of 6.5 hours a day listening to audio, the power of this medium speaks for itself.
You don’t have to buy a million-dollar TV spot to be present during sports’ biggest moments. Major sporting events generate excitement far beyond the game itself. While the NFL’s Big Game is a prime advertising opportunity, brands can also capitalize on championship games, playoff runs, and even regular-season matchups to build sustained visibility without having to invest in an ad spot with a hefty price tag. Game sponsorship keeps your brand top of mind during peak fan engagement moments, ensuring your message is seen and heard when emotions—and attention—are at their highest.
Current sports audio extends far beyond live coverage, and advertisers’ media plans should, too. Fans tune in to pre-game shows, deep analysis, exclusive interviews, and even hype songs across satellite, podcasts, and music. This means you can build your campaign to follow your audience as they’re listening across platforms 24/7. Let’s take the Big Game for example: You can sponsor a play-by-play live game, enlist Katie Nolan for a podcast host-read, and run your display and/or audio spots to reach sports lovers across Pandora and SoundCloud.
Sports and culture are synonymous. Consider the absolute virality of this year’s Big Game halftime show or the obsession around which pop culture figure is dating which athlete. You can capture this ripple effect on larger society by leaning into these moments and running your message on lifestyle podcasts, tailgate playlists, or even artist-targeting any halftime or national anthem performers.
A more globalized and interconnected society is changing the way fans interact with sports media. Traditionally, game day meant listening to the radio or gathering around the television with family and friends to cheer for the home team. But access to on-demand sports content has extended seasons, grown passions, and allowed today’s fans to engage in entirely new ways.
For brands seeking meaningful connections with this vast, diverse, and extremely valuable audience, digital audio is an opportunity they can’t afford to ignore. With sports fans spending an average of 6.5 hours a day listening to audio, the power of this medium speaks for itself.
For brands seeking meaningful connections with this vast, diverse, and extremely valuable audience, digital audio is an opportunity they can’t afford to ignore. With sports fans spending an average of 6.5 hours a day listening to audio, the power of this medium speaks for itself.
In the U.S., 66% of the population—186 million people—identify as sports fans, according to “The Sports Audio Report” from SiriusXM Media, GroupM, and Edison Research. No matter your preconceived notion of a typical “sports fan,” it’s time to rethink the who, what, and how of sports fandom. Thanks to digital audio, it’s evolved in every way.
As the sports audience grows more diverse, so does sports audio, allowing fans to dive deep into every aspect of their interests. SiriusXM, for example, partners with six professional leagues and offers over 300 sports podcasts, including curated podcast collections for every major league. Fans can also explore sports of all kinds through dedicated content, from golf and tennis to MMA and boxing.
The world of sports never stops. While football, basketball, baseball, and hockey remain fan favorites, interest in global sports continues to rise. Enthusiasm for both men’s and women’s leagues is growing, spanning college to the pros both domestically and internationally. Beyond teams, fans follow athletes, coaches, and broadcasters.
Audio is an intimate medium, and sports fans trust their favorite hosts. Leveraging host-reads—where trusted voices deliver your brand’s message—adds credibility and makes your advertising feel like a natural part of the show. This authenticity drives engagement and brand affinity with listeners.
No longer confined to stadiums or living room TVs, today’s sports fans experience the highs and lows of competition in real time, forming deep connections with teams and athletes across the globe as well as with their fellow fans.
No longer confined to stadiums or living room TVs, today’s sports fans experience the highs and lows of competition in real time, forming deep connections with teams and athletes across the globe as well as with their fellow fans.
Illustrations by Abiyasa Adiguna
Today, women, as well as Asian, Black, and Latino Americans, make up an increasing share of the growing fandom. Younger generations, including millennials and Gen Z, are also redefining what it means to be a sports fan, bringing new energy and expectations to the experience.
It’s digital audio that keeps them connected—whether to their favorite teams, players, or game-day rituals—anytime, anywhere, all year long.
For advertisers, sports audio delivers real impact, driving engagement and action. “The Sports Audio Report” found that 78% of listeners take action after hearing an ad on a sports podcast or radio show. More than half have made a purchase after hearing a sports audio ad. And when brands partner with athletes, that influence grows even stronger because athletes bring a compelling mix of authenticity, influence, and passion, making their endorsements highly effective.
In the U.S., 66% of the population—186 million people—identify as sports fans, according to “The Sports Audio Report” from SiriusXM Media, GroupM, and Edison Research. No matter your preconceived notion of a typical “sports fan,” it’s time to rethink the who, what, and how of sports fandom. Thanks to digital audio, it’s evolved in every way.
Audio is an intimate medium, and sports fans trust their favorite hosts. Leveraging host-reads—where trusted voices deliver your brand’s message—adds credibility and makes your advertising feel like a natural part of the show. This authenticity drives engagement and brand affinity with listeners.
No longer confined to stadiums or living room TVs, today’s sports fans experience the highs and lows of competition in real time, forming deep connections with teams and athletes across the globe as well as with their fellow fans.
Current sports audio extends far beyond live coverage, and advertisers’ media plans should, too. Fans tune in to pre-game shows, deep analysis, exclusive interviews, and even hype songs across satellite, podcasts, and music. This means you can build your campaign to follow your audience as they’re listening across platforms 24/7. Let’s take the Big Game for example: You can sponsor a play-by-play live game, enlist Katie Nolan for a podcast host-read, and run your display and/or audio spots to reach sports lovers across Pandora and SoundCloud.
Sports have never been more accessible, and neither has fandom.
