Hear how attract brands to your podcast from a session at the 2026 Broadcast Sport Content Summit

Broadcast Sport Content Summit podcast session

The latest episode of the Broadcast Sport Podcast comes to you from Dock10 Studios, Media City, where the Broadcast Sport Content Summit took place on 5 March. 

One session from the conference saw Sport Social Podcast Network managing Sophie Hind speak to Stretford Paddock co-owner and presenter Jay Mottershead, Invincibles Studios COO Max Lowe and WPP Media director of creative futures Lisa Solman about how to make podcasts commercially successful, and specifically attract brands to partnering with your podcast. 

You can hear the entire session below, and subscribe to the Broadcast Sport Podcast on all major podcast platforms. 

Podcasts have surged popularity in recent years, bringing in huge numbers of viewers/listeners and attracting swathes of brands wanting to be associated with this success and reach. The panel looked at how podcasts are a powerful tool for advertisers, what brands look for in a podcast partnership and how podcasts can attract brand support for their content.

Among other topics, the group discussed the early stages of such partnerships, and how both sides need to make sure there’s a fit. Mottershead noted that, “Fans will know if you’re working with [a brand] who you wouldn’t naturally work with. It doesn’t work,” and Solman agreed that it also works the other way for brands, “There’s a fine line between provocation and controversy and brand safety.”

Once a partnership is underway, the approach to measurement can be difficult, with Lowe saying, “You’ve got to accept that you can’t always track a number, but still have the confidence that these are exactly the people you want to be talking to.” However, Hind did add, “The engagement and being able to read comments in real time is great feedback.” 

You can listen to the entire session below, where they go onto discuss how brands choose podcasts, securing deals, what good activation looks like, selling podcast brands beyond the audio and delivering authentically, which metrics matter and common pitfalls and tips. For further episodes, you can subscribe to the Broadcast Sport Podcast on all major podcast platforms.