Ears on the game: why podcast ads are winning with sports fans
Sports fandom is changing. The conversation has moved from the stands and post-game call-in shows to the podcast feed. It’s where fans go for everything from pre-game hype to post-match analysis, creating a new kind of community.
Our latest "Ears on the game" reports from the US, UK, and Sweden show a global audience that’s young, devoted, and paying attention. For advertisers, it’s a direct line to a group of people who are famously hard to reach.
Here’s what we learned, and what it means for your brand.
Fans are picking podcasts over old-school media
Across all three markets, listeners are moving away from traditional sports journalism. In Sweden, 54% of listeners prefer sports podcasts. That figure is 41% in the US and 29% in Britain.
The audience is consistent, too. Sports podcast listeners are mostly men aged 16 to 44 — a demographic that’s known for sidestepping traditional ads. It’s a valuable audience that’s actively avoiding advertising elsewhere. With 49% of men in the US and 55% in Sweden using ad blockers, podcasts offer a rare opportunity for brands to get heard.
Trust is part of the game
The connection between a podcast host and a listener is powerful. Hosts aren't just commentators, they’re companions.
In Sweden, 58% of listeners say the hosts feel like friends, and 54% say they trust their purchasing advice more than other influencers. It’s a similar story in the US, where 47% of listeners trust hosts for product recommendations.
In the UK, that trust translates to reliance. Nearly a third of listeners turn to podcasts for the best analysis of games and sports news. And one in five would choose sports podcasts over any other category if they could only listen to one.
Community drives loyalty, and conversions
It’s not just about the analysis. It’s about belonging.
In Sweden, nearly 70% of fans say podcasts make them feel part of a community. Over 1 in 3 Americans echo that sentiment and in the UK more than a quarter of listeners say sports podcasts give them a sense of community.
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This feeling of connection translates into brand impact. In Sweden, 66% have a more positive perception of brands that advertise in their favorite sports podcasts and they also trust the hosts when it comes to brands and products, with over 50% claiming sports podcasts have a larger influence over their consumption choices compared to other podcasts.
In the US, 41% are more likely to consider a brand that sponsors a show they love and 47% trust sports podcast hosts for product/service recommendations. And 17% of British sports pod fans say their positive perception of brands increases when they advertise on their favorite sports podcasts
When your brand supports the team, the fans support you back.
The conversation goes beyond the podcast
Listening doesn’t stop at the podcast feed. In all three markets, fans follow their favorite podcasts across platforms — Instagram, TikTok, YouTube, live events, and more.
In Sweden, 90% of listeners consume sports podcast content beyond the audio. In the UK, it’s 80%, and in the US, over 25% say they’ve taken action after seeing a brand promoted across multiple touchpoints.
This offers brands the chance to build multi-channel campaigns with podcasting at the core — combining long-form audio with social snippets, behind-the-scenes content, and live activations.
The final whistle
The audience is here, they’re listening, and they’re loyal.
Sports podcasts are a powerful way to reach people who are passionate, attentive, and ready to act. If your brand is ready to be part of the conversation, we can help you make your mark.
Find out how to get in the game with Acast.
Sports fandom is changing. The conversation has moved from the stands and post-game call-in shows to the podcast feed. It’s where fans go for everything from pre-game hype to post-match analysis, creating a new kind of community.
Our latest "Ears on the game" reports from the US, UK, and Sweden show a global audience that’s young, devoted, and paying attention. For advertisers, it’s a direct line to a group of people who are famously hard to reach.
Here’s what we learned, and what it means for your brand.
Fans are picking podcasts over old-school media
Across all three markets, listeners are moving away from traditional sports journalism. In Sweden, 54% of listeners prefer sports podcasts. That figure is 41% in the US and 29% in Britain.
The audience is consistent, too. Sports podcast listeners are mostly men aged 16 to 44 — a demographic that’s known for sidestepping traditional ads. It’s a valuable audience that’s actively avoiding advertising elsewhere. With 49% of men in the US and 55% in Sweden using ad blockers, podcasts offer a rare opportunity for brands to get heard.
Trust is part of the game
The connection between a podcast host and a listener is powerful. Hosts aren't just commentators, they’re companions.
In Sweden, 58% of listeners say the hosts feel like friends, and 54% say they trust their purchasing advice more than other influencers. It’s a similar story in the US, where 47% of listeners trust hosts for product recommendations.
In the UK, that trust translates to reliance. Nearly a third of listeners turn to podcasts for the best analysis of games and sports news. And one in five would choose sports podcasts over any other category if they could only listen to one.
Community drives loyalty, and conversions
It’s not just about the analysis. It’s about belonging.
In Sweden, nearly 70% of fans say podcasts make them feel part of a community. Over 1 in 3 Americans echo that sentiment and in the UK more than a quarter of listeners say sports podcasts give them a sense of community.
This feeling of connection translates into brand impact. In Sweden, 66% have a more positive perception of brands that advertise in their favorite sports podcasts and they also trust the hosts when it comes to brands and products, with over 50% claiming sports podcasts have a larger influence over their consumption choices compared to other podcasts.
In the US, 41% are more likely to consider a brand that sponsors a show they love and 47% trust sports podcast hosts for product/service recommendations. And 17% of British sports pod fans say their positive perception of brands increases when they advertise on their favorite sports podcasts
When your brand supports the team, the fans support you back.
The conversation goes beyond the podcast
Listening doesn’t stop at the podcast feed. In all three markets, fans follow their favorite podcasts across platforms — Instagram, TikTok, YouTube, live events, and more.
In Sweden, 90% of listeners consume sports podcast content beyond the audio. In the UK, it’s 80%, and in the US, over 25% say they’ve taken action after seeing a brand promoted across multiple touchpoints.
This offers brands the chance to build multi-channel campaigns with podcasting at the core — combining long-form audio with social snippets, behind-the-scenes content, and live activations.
The final whistle
The audience is here, they’re listening, and they’re loyal.
Sports podcasts are a powerful way to reach people who are passionate, attentive, and ready to act. If your brand is ready to be part of the conversation, we can help you make your mark.
Find out how to get in the game with Acast.
