The Sport Social Podcast Network extends its partnership with Sky Bet, enriching football podcasts with engaging content.
- Sky Bet’s collaboration with EssenceMediacom initiated in April, involving 20 podcasts to enhance modern football fan engagement and credibility.
- The partnership includes bespoke features like ‘fan view’ surveys on podcasts such as FC Bullard and The EPL Index, reaching over a million listeners.
- Research indicates increased likelihood of podcast listeners agreeing that Sky Bet unites sports fans, with many inclined to use Sky Bet services.
- Sky Bet continues to enhance its podcast experience, delivering product-led messages and Fan View data across diverse fan bases.
The Sport Social Podcast Network has announced an extension of its collaboration with Sky Bet, reflecting a firm commitment to enriching football-themed podcasts. This extended relationship aims to continue through the remainder of the year, cementing Sky Bet’s presence in the football podcast arena alongside EssenceMediacom. Since its inception in April, this collaboration has engaged football enthusiasts across 20 podcasts, each crafted to resonate with the modern audience and bolster Sky Bet’s credibility as a ‘Fan-First’ advocate.
Sky Bet, a longstanding sponsor of the English Football League, brings to the table bespoke in-show features. Among these, the prominent ‘fan view’ surveys capture the pulse of fans across major podcasts like FC Bullard, the Football Social Daily, Touchline Fracas, and The EPL Index. Impressively, Sky Bet’s initiatives have reached over one million football enthusiasts through more than 150 podcast episodes, making it a significant player in the football podcast domain.
Research undertaken in collaboration with Mindfield illustrates the positive impact of these efforts. Listeners exposed to Sky Bet’s campaign are notably more inclined to perceive it as a unifier of sports enthusiasts, with many showcasing a heightened likelihood of engaging with Sky Bet services themselves. This research underscores the partnership’s efficacy in fostering community among listeners and enhancing their podcast experience.
One of the standout elements of this collaboration was a Sky Bet-branded episode of the Football Social Daily, which united podcasters from Stretford Paddock, Toffee TV, The Fighting Cock, and The Anfield Index. This episode offered a pre-season dialogue centered on insights derived from Sky Bet Fan View data. Plans are underway for another similar episode, slated for a mid-December release, promising engaging pre-Christmas content for fans.
The extension of this partnership coincides with the Sport Social Podcast Network’s growth, now boasting 12 million monthly downloads and a strategic expansion into markets like Germany and France. Nicola Lynch, business development director, highlights the unique opportunities presented by this partnership, particularly regarding engagement with passionate fans and the use of Fan View data to fuel vibrant discussions.
Sky Bet has remarked on the substantial reach achieved through this partnership, noting its broad listener base ranging from small to large fan communities. This endeavor supports the communication of varied messages, including the backing of the EFL and other product-focused content. The unique engagement strategy through podcasts continues to foster strong connections within diverse football fan bases.
The strengthened alliance between Sport Social and Sky Bet is poised to further enhance the podcast landscape, reaching football enthusiasts globally.
