Lindsey Komson

Sports fans need content. All the time.

In today’s digital landscape, people are online all day long. From the minute they wake up to the minute they go to sleep, people are consuming content. Videos, photos, articles, tweets, shows, movies – you name it.

While this is the case for most people with access to the internet, it’s especially true for sports fans. Sports fans are passionate, loyal, and dedicated, supporting their team no matter the time of day or year. And since fans are always online, players, teams, and leagues need to constantly produce content to keep them satisfied.

Social media, radio, and television are all popular avenues for consuming sports content, but let’s talk about the up-and-comer: podcasts.

According to Edison Research, podcasts’ share of sports listening has almost doubled since 2018. They’re especially popular among the younger generation, as the 13-34 age group spends “more of their sports audio listening time with podcasts than radio, at a 3:1 ratio.”

Sports radio has been around for generations, and fans will always love it. So naturally, as the times evolve, podcasting and sports are a match made in heaven.

Podcasts aren’t only valuable to fans – they’re extremely valuable monetarily. In 2020, Spotify acquired Bill Simmons’ podcast network The Ringer, home to a variety of sports podcasts, for $250 million, according to Front Office Sports. Spotify Co-founder and CEO even called it “the new ESPN.”

In every aspect, podcasts are changing the game. Here’s why:

According to Creative Realities Inc., there are 4 C’s that sports entities need to focus on to build  fan engagement – connectivity, consistency, context, and culture.

Podcasts satisfy all 4 and can boost any team, league, or company’s fan engagement and/or marketing strategy. Let’s break it down.

Podcasts connect fans to those within the sports community – their favorite teams, players, media outlets, etc. Hearing these sports-related conversations allows listeners to relate to their favorite players and personalities, and feel like they’re a part of something bigger.

Meet at the Apple, the official podcast of the New York Mets, features interviews with players, personnel around the Mets organization, and fans who are making an impact on the team. Each episode provides an in-depth look at some aspect of the organization, connecting fans to their favorite team beyond game days.

Podcasts provide a consistent stream of sports content to fans, regardless of the season. During the preseason, regular season, postseason, and off-season, fans will have access to commentary and insider information about their favorite sports, players, and teams.

Roommates Show, hosted by New York Knicks Superstars Jalen Brunson and Josh Hart, releases episodes all throughout the year. During the season, they discuss their on-court performance and speak with relevant guests, but the pair keep their episodes consistent throughout the offseason as well. No matter the time of year, Knicks fans will always have access to insights from their favorite team.

Podcasts provide context of events happening in-game, off the field, and in player’s lives. We all know that words and ideas can be misinterpreted by the media, so getting context directly from those involved allows teams/players to speak their minds and relay a message directly to the public. This medium also helps establish trust between the fans and teams/players.

New Heights, hosted by Jason and Travis Kelce, provides unique insight into the lives of the two legendary football players and brothers. The Kelces discuss a variety of topics on their podcast, but one thing that never wavers is their transparency. Whether it’s Travis giving his opinions on referees in playoff games or Jason sharing his feelings post-Super Bowl LIX, the brothers provide their fans with endless context of events happening on and off the field.

Lastly, podcasts allow teams, leagues, and players to show that they’re attentive to today’s culture both on and off the field or court. Hosts can share their thoughts on relevant topics, jump on trends, and use their platform to do good.

Diggin’ Deep, hosted by former MLB players Eric Hosmer and Peter Moylan and renowned coach Jusin Su’a “goes beyond the field with an intimate look into the experiences of elite athletes across all sports.” The podcast stays up to date on sports culture, hosting relevant guests like Jose Iglesias during his “OMG” run with the Mets, but also promotes inspiring stories of those in sports, like Miami Marlins Director of Player Development Rachel Balkovec.

Audio content has been relevant in the sports world for decades. But as the next generations start becoming sports fans, it’s essential for those in the industry to cater to the types of content fans want.

Podcasts are the perfect blend of the old and the new, while delivering fans the 4 C’s – connectivity, consistency, context, and culture.