Why live podcasts are the next big stage for brands

Take a look around any sporting ground this weekend and you’ll see streams of fans excited to watch their team in action. But fandom doesn’t end at the final whistle. It lives on long after matchday, with many turning to podcasts to get their fix. 

Shows like The Rest Is Football dominate the charts thanks to a winning combination of expert takes from ex-pros and pundits, mixed with that kind of personality-driven storytelling fans love. It’s always on, with fresh conversations dropping each week - true, authentic content that keeps fans feeling part of the action all year round. 

And now those conversations are stepping out of the booth and onto the stage, with live podcast tours becoming sport’s newest arena. SiriusXM alone has produced 18 live podcast shows in the first half of this year, with audiences of up to 450 fans. 

Why podcasts need to be in the game plan

A few years ago, the idea of podcasts topping the media podium would’ve seemed a stretch. But today they’ve managed to close the gap on traditional channels. In the UK, over 15 million people will listen by the end of 2025, while in the US 160 million Americans tune in every month, both according to Statista. Globally, podcast listenership is looking to exceed 650 million by 2027, claims eMarketer. I think that’s worthy of a head exploding emoji. 

But it’s not just the reach that should be turning brands’ heads - It’s engagement. Listeners return to their favourite shows week after week. 

Live podcast formats take that engagement to a whole new level. They turn listeners into participants, inviting fans to get involved rather than stand on the sidelines. 

For brands, it’s a chance to reach an audience that’s already hyper-engaged, and build genuine connections in an otherwise skip-first media landscape.

Take The Good, The Bad & The Rugby, which hit the road in little over a year. Why? Because fans wanted connection beyond their headphones. Now consider how Continental Tyres, the show’s headline sponsor, could boost its creativity in a live environment.

Work with me here… what if Continental turned each seat into an actual tyre? What if fans could have an experience where they could test their own grip strength? (Continental marketing team, if you’re reading, you’re welcome - this one’s on the house).

Or look at The Overlap Live with Gary Neville and Jamie Carragher, where Sky’s sponsors brought the raw energy of in-person debate to life, turning Q&As into shareable fan content. 

The opportunity for brands to connect with an audience that’s already paying attention is here - it just needs a tailored approach.

Avoiding the red cards 

That said, you can’t just jump on a live podcast tour and expect to ride the wave to success. Fans can sniff out opportunism instantly. The smartest brand collaborations should contribute to culture, not interrupt it. 

Take Hurdle for example - My wife got me into it and it’s freakin’ awesome. Emily (the host) is truly an inspiration, and while it does feature athletes and their stories, it’s much more about overcoming obstacles than sports, which makes it inherently more relatable. 

Brands that understand the context of what draws fans in can use these insights to create authentic, culturally relevant experiences that truly resonate with the audience.

Measuring the win & playing with purpose

Every well-executed activation needs to have a clear strategy behind it. Filling seats is the easy part - shifting sentiment and building cultural impact is what sets the good apart from the great.

It starts with intent. Are you trying to boost brand sentiment? Drive awareness? Create fast-spreading content that feels culturally alive? Clear goals help brands to build partnerships that hit outcomes, not scatter budgets. 

At Stereo, we like to live by a simple rule: designing moments that live beyond the venue - an approach that works across the board. The Peter Crouch Podcast Live is a great example, where fan-shot clips, sing-alongs, and branded challenges filled social feeds within hours, giving the event an entire second life online. 

Smart brands measure both buzz and business, tracking engagement spikes for early traction, and sentiment or conversion for lasting impact. That way, they know exactly which game they’re playing.

Stepping up to the (podcasting) plate 

The rise of live podcasts reflects a wider cultural shift. The stage is now just as much about conversation and connection as it is about competition. Brands that want to make the most of this and embed themselves in sporting culture should take the same approach. Those that focus on creating engaging, entertaining experiences that prioritise relevance and authenticity will quickly find themselves a place on the team, and the results will follow.

Oli Bealby is managing director of Stereo Creative