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Why brands can’t afford to sit on the sidelines anymore.
Podcasting isn’t new. But what is new in 2025 is just how central it’s become to the way fans consume sport and how brands are waking up to the power of advertising within it.
As listenership continues to soar and fan engagement deepens, sport podcasts have become one of the most trusted, high-performing channels available to advertisers today. Sport podcasting has become one of the most effective and trusted channels for brand advertising, yet many agencies and marketers still underestimate its potential.
🎯 The Growth Is Real and It’s Measurable
The global sports audience is growing fast, especially among younger listeners. Over the past 8 years, there’s been a 23% increase in youth engagement with sport, and in the UK alone, 38 million adults listen to podcasts, with 74% engaging with sport content regularly.
These listeners aren’t just tuning in, they’re trusting what they hear.
🔐 Trust Converts
More than 61% of podcast listeners say they’re more likely to trust ads in podcasts, especially when delivered by hosts they follow regularly.
We’ve seen how host-read ads influence action and loyalty, often outperforming traditional ad formats in both brand recall and ROI.
🔧 Formats That Work in 2025
Podcast advertising has evolved beyond simple sponsorship reads. Brands can now engage across multiple touchpoints:
- Host-read ads – authentic and trusted
- Sponsorship credits – consistent brand recall
- YouTube & video podcast integration – visual impact for multi-platform reach
- Branded content and special features – creative alignment with fan culture
And most importantly: it’s all measurable.
🏁 The Time to Act Is Now
Podcasting offers a unique chance to belong to the conversation, not just sponsor it. As traditional media gets noisier, sport podcasting gives your message space to breathe and stick.
So ask yourself:
Is your brand showing up where your audience is?
If not, let’s change that.
💬 Want to explore how sport podcasting could work for your brand?
Get in touch with the CCUK team today.
