Get in the Game—and Reach Fans—All Year with Sports Podcasts

No surprise—sports are one of America’s favorite pastimes, with approximately 186M Americans identifying as sports fans, accounting for 66% of the total US population. Think about your friends’ obsession with fantasy football, or how tens of millions tuned in to the 2024 Summer Olympics. It only makes sense that sports audio content is essential to the experience of sports fandoms. Over six in 10 of these fans report that they regularly or occasionally engaged with sports audio content through AM/FM radio, podcasts, or SiriusXM in the last year.

This relationship between sports fans and audio goes way back, with audio providing essential play-by-play coverage when visual access is limited and offering next-day insights from analysts. For all those moments, visual entertainment isn’t available, like when that one game is on the streaming service you don’t have, or when game time occurs on your commute home, SiriusXM Media is the place to be. As a sports media powerhouse, we boast 300+ sports podcasts, 17M average monthly downloads, and 11.7M weekly listeners across SiriusXM sports channels.

Recently, the rise of podcasts has further enhanced this connection. Since 2019, there’s been a +41% increase in the demand for sports podcast content, indicating that podcasts deliver a unique and invaluable experience for sports enthusiasts. Whether fans are tuning in to Brother from Another, Busted Open, or GoalLess—the popularity of sports podcasts is driven by shows’ dynamic mix of commentary, in-depth analysis, and compelling storytelling that resonates with listeners. Here’s how sports podcasts keep winning on and off the field.

Podcasts FTW On, Off, and Every Season

Podcasts transcend the limitations of traditional media by creating pathways for advertisers to reach a captive audience of sports fans pre-game, post-game, pre-season, in-season, and most notably, the off-season.

Sports Podcasts Attract the Real Fans 

Sports fans are inherently drawn to stories; every game, team, and player has a unique narrative filled with triumphs, defeats, and surprising twists that become  defining moments in their playbook. Thus, the relationship between sports fans and podcasts is a testament to the enduring power of storytelling—94% of sports podcast listeners identify as sports fans, and one in three identify as “die-hard” sports fans. For sports lovers, podcasts are more than just entertainment or a means to consume content—they provide a sense of belonging and engagement, deepening their appreciation for the game and connecting them to the communities around them. 

Invested in the Content…and Everything Else Sports

Sports podcast fans are emotionally, financially, and physically committed to their passion, staying connected and engaged through an array of activities. Whether it’s following their dream team on social media, rooting for the home team from the bleachers, or sporting team merch around town, sports podcast listeners are truly devout fans. 

Check out what sports podcast fans have been up to in the last 12 months:

• 74%: Visited or used sports websites

• 73%: Searched for sports news, scores, or game recaps

• 69%: Followed a sports team on social media

• 67%: Purchased sports apparel or clothing

• 55%: Attended a professional sports game

Podcasts Give Fans What They Want: More Sports

Podcasts have earned the first-round draft pick for entertainment among sports fans through their ability to create an engaging and enriched listening experience, redefining how the fanatics engage with the world of sports. Fans gravitate to sports audio and podcasts because they provide in-depth analysis, diverse perspectives, and unique insights. In fact, three in four sports podcast listeners consume sports audio to hear unique perspectives on sports topics not covered in other media. Many podcast hosts were once pro athletes (think of Dale Earnhardt Jr. or Chris Simms), while other shows bring on unique guests to talk about viral moments and trends.

More Opportunities for Brands

Real sports fans know, it’s not all about the big games…but it’s also not not. And as the competition and excitement of each season pitches up, peaks, and enters the record books, podcasts are there for fans every step of the way, giving brands more opportunities to reach this engaged audience.

For example, 92% of sports podcast listeners say they’ve watched the Big Game every year or most years, which presents the perfect moment for brands to leverage podcasts as an extension of their campaign with the option of adopting a pre-game or post-game strategy.

• 60% of podcast listeners saying they enjoy the snacks and food at a viewing party, brands can influence menu decisions leading up to the big game (we’re looking at you, CPG, retail, QSR, and alcohol advertisers).

• 37% of sports podcast listeners say they usually place a wager or bet on the Big Game (we see you, sportsbook and fantasy sports advertisers)

• One in three say their favorite part of the big game is the halftime show (hello auto, telecom, financial services, travel, entertainment, and tech advertisers).

Sports Podcast Listeners Feel Connected to Hosts  

Half of sports podcast listeners say they consume sports podcasts because of the in-depth discussions, insider perspectives, and behind-the-scenes interviews. Like the bond between player and coach, the host and listener have a deep connection that’s unrivaled when compared to other media platforms. From professional athletes, to sports analysts and industry insiders, to emerging “regular joe” talent, podcast hosts have carved out their own unique space within the sports media landscape. 

The Host-Listener Connection is the MVP

Podcast ads allow brands to tap into the powerful host-listener relationship in a way that is both authentic and effective. After hearing a podcast ad, over five in ten sports podcast listeners visited the brand’s website or researched a product online. And nearly four in ten listeners purchased the product online or in store.

To put it simply, advertising on sports podcasts mobilizes fans. For brands, the opportunities with podcasts extend beyond host-read and announcer-read ads—three in four sports podcast fans say they’d be interested in listening to a podcast produced by a sports-related advertiser. So, this is your friendly reminder to tap into the most trusted and influential voices in the game, who carry an undefeated record when it comes to authentically integrating brand messaging. 

Here's how sports podcast fans want brands to show up in the space:

• Collaborate: 43% want brands to collaborate with the host(s) to produce video podcasts to create a more immersive experience 

• Offer exclusives: 42% want exclusive promotions and discount codes that are only announced on the podcast

• Bonus content: Over four in ten want brands to collaborate with the host(s) to create themed content, special episodes, and mini-series

Always-On for Every Fan

As the popularity of sports podcasts continues to grow, there are endless opportunities for advertisers to capitalize on the dynamic podcast medium. With enhanced brand visibility and a highly engaged and receptive audience, your brand campaign is guaranteed to be a home run, slam dunk, touchdown, or hole-in-one. Let’s talk.

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