The Athletic signs exclusive global podcast deal with Acast

Acast, the world's largest independent podcast company, announced a joint sales representation partnership with The Athletic, a New York Times company, on April 16, 2025 - just five days ago. This partnership grants Acast exclusive rights to sell audio advertisements across The Athletic's podcast network, which currently includes more than 35 high-quality podcasts covering major sports leagues worldwide.

The Athletic, which ranks eighth on the global Podtrac charts, brings its substantial portfolio of sports-focused podcasts to Acast's network. These podcasts cover every major sport, including the NFL, NBA, MLB, NHL, WNBA, College Football, Premier League, and Formula 1. The partnership strengthens Acast's position as a destination for brands seeking to connect with sports enthusiasts through podcast advertising.

"This is a real moment for Acast and for the sports podcast advertising landscape," said Ricardo Neto, VP Sales for Acast. "Partnering with as preeminent a sports brand as The Athletic allows us to offer advertisers a premium, brand-safe environment with unparalleled reach and engagement among fans. The Athletic's network boasts some of the most respected voices in sports journalism, and their global audience perfectly aligns with Acast's own international footprint."

The Athletic employs more than 500 people who cover daily sports stories and major sporting events worldwide. Since its acquisition by The New York Times Company, The Athletic has continued to expand its journalism and content offerings. This new partnership with Acast represents a significant move to monetize its growing podcast audience.

According to the announcement, The Athletic serves over five million global subscribers. Its podcast audience reaches a particularly valuable demographic for advertisers, with 82% of listeners aged 18-44 in the United States. Additionally, three in four listeners report having purchased products they heard advertised on podcasts, demonstrating the effectiveness of this advertising channel.

The Athletic's podcast lineup includes several popular shows such as The Athletic Football Show, The Athletic FC, NBA Daily, No Offseason, and Totally Football Show. These programs feature notable sports journalists and personalities including Dianna Russini, Robert Mays, Ayo Akinwolere, Zena Keita, Meg Linehan, and James Richardson.

Julian Ahye, Head of Brand Partnerships at The Athletic, expressed optimism about the new arrangement. "We are really looking forward to partnering with Acast to expand our audio advertising capabilities," he said. "The Acast team's expertise in podcast advertising, combined with its global reach, will allow us to deliver even greater value to our advertising partners and further enhance the listener experience. We look forward to working closely with the team to maximize the potential of our podcast network while continuing to deliver powerful audio journalism and smart analysis that bring sports fans closer to the heart of the game."

The partnership encompasses a comprehensive approach to podcast monetization. Acast will have exclusive sales rights to audio ads, podcast sponsorships, podcast video, and branded content across The Athletic's entire podcast network. This arrangement will facilitate what the companies describe as a "full-funnel sales integration," allowing advertisers to reach consumers at various stages of the buying journey.

This development occurs against the backdrop of significant growth in the podcast advertising market. Industry analysts have documented substantial increases in podcast advertising revenue in recent years as the medium continues to attract both listeners and marketing dollars. The specialized nature of sports content, combined with the loyalty of sports fans, makes this segment particularly attractive to advertisers seeking engaged audiences.

The Athletic's podcast network offers advertisers access to dedicated sports fans who typically represent consumers with disposable income and strong brand loyalty. Sports content has historically commanded premium advertising rates across various media, and podcasting appears to be following this pattern.

For marketing professionals, this partnership highlights several important trends in digital advertising. First, it demonstrates the continued consolidation of podcast advertising sales, with companies like Acast aggregating more content to offer advertisers greater reach and simplified buying processes. Second, it underscores the growing importance of context in digital advertising, with brands increasingly seeking relevant environments for their messages rather than relying solely on audience data.

The partnership also reflects the evolution of traditional media companies like The New York Times, which acquired The Athletic in 2022, as they diversify revenue streams beyond subscriptions and conventional advertising. Podcast advertising represents a growing segment of the digital ad market, offering potentially higher rates and more engaged audiences than many other formats.

For marketers specializing in sports-related products and services, this partnership creates new opportunities to reach highly targeted audiences. The combination of The Athletic's credibility in sports journalism with Acast's advertising technology and sales expertise potentially offers improved campaign performance and measurement capabilities.

The specific terms of the deal, including financial arrangements and duration, were not disclosed in the announcement. However, the description of the partnership as "exclusive" suggests a significant commitment from both parties.

Advertisers working with either company will now have access to new inventory and potentially simplified buying processes. Marketers who have previously worked with either The Athletic or Acast separately may need to adjust their approaches to leverage the combined offering effectively.

From a content perspective, the announcement emphasized that The Athletic will continue to control its editorial direction and content creation. The partnership focuses exclusively on advertising sales and monetization rather than content production or distribution strategy.

This arrangement differs from some other podcast partnerships where distribution platforms gain exclusivity over content. In this case, The Athletic's podcasts will remain widely available across major podcast platforms, with Acast simply handling the advertising sales component.

Media buyers will likely notice changes in how The Athletic's podcast inventory is packaged and sold in coming months. The "full-funnel" approach mentioned suggests advertisers will have options ranging from brand awareness campaigns to direct response and conversion-focused initiatives.

The collaboration integrates The Athletic's in-house commercial team with Acast's sales organization, potentially creating a more streamlined experience for advertisers while maintaining relationships with existing clients. This hybrid approach allows both companies to leverage their respective strengths in content creation and advertising technology.

For smaller brands that may have previously found it challenging to advertise on premium sports podcasts, this partnership might create new entry points through Acast's various buying options. Conversely, larger brands may gain access to more comprehensive campaign opportunities across multiple shows and sports categories.

The announcement comes at a time when sports media consumption continues to fragment across platforms, with podcasts capturing an increasing share of fan attention. Traditional sports radio has seen challenges in recent years, while on-demand audio has grown, particularly among younger demographics.

This partnership positions both companies to capitalize on these shifting consumer habits by combining high-quality sports content with sophisticated advertising capabilities. As media consumption continues to evolve, such arrangements may become increasingly common across various content verticals.

Timeline

• April 16, 2025: Acast announces exclusive global podcast advertising deal with The Athletic
• Pre-announcement: The Athletic ranked #8 on global Podtrac charts
• Current state: The Athletic operates more than 35 podcasts covering major sports
• Current state: The Athletic serves over five million global subscribers
• Current state: 82% of The Athletic's podcast listeners are aged 18-44 in the US
• Current state: 75% of listeners report making purchases based on podcast advertisements