The award-winning football podcast and YouTube channel Undr the Cosh has signed a new partnership with Sport Social Podcast Network.
Undr the Cosh is the latest podcast chart-topper to join Europe’s largest sports-dedicated podcast network, following the likes of The Anfield Wrap and Quickly Kevin sequel Let’s Be Having You.
Providing expertise in sports audio, Sport Social currently works with an array of major brands and rights holders including the likes of Sky Bet, via agency EssenceMediacom, and Visit Barbados to help unlock commercial growth and deepen engagement with fans.
Becoming the exclusive advertising sales partner for Undr the Cosh, it will support the show with advertising deals for their YouTube, social channels and live shows as well as helping the show to engage new listeners via marketing campaigns across its network and radio advertising.
First launching in 2018, Undr the Cosh boasts a firm fan base of dedicated and passionate viewers and regularly makes the top 10 on the podcast charts. Its hosts include football experts Chris Brown ‘Browny’ and Jon Parkin, who between them have played over 800 professional games and scored over 50 goals. The pair are joined by award winning writer and comedian Chris Brown to provide a witty and engaging dive into the hottest topics from the high-stakes world of football.
The partnership comes as an increasing number of brands turn to podcasting as a means of reaching nascent, highly engaged audiences. Sport podcasts have proven a fruitful avenue for advertisers looking to tap into key demographics, with a recent report from SiriusXM Media, GroupM and Edison Research finding that sports fans listen to six hours worth of audio content on average each day.
This latest win is in line with the network’s ambitious growth plans to support a global roster of creators, brands and rights holders in unlocking the power of podcasting as a multi-platform content generator. It follows its recent expansion into France, where it has partnered with consulting and production agency Freakkick to help French creators capitalise on the fast-growing podcast market.
Stefan Doyle, head of Sport Social, said: “Undr the Cosh is a fantastic example of the power that sports content outside of mainstream coverage can have over fans. They’ve developed a real cult following since their debut in 2018, demonstrative of the loyalty and passion this kind of intimate content can inspire. These are exactly the type of shows that we love to work with, and support with tailored and highly effective brand partnerships.”
Chris Brown aka Browny, Undr the Cosh co-host, added: “Joining Sport Social feels like a great match for us, especially because of their expertise and passion for sports podcasting and connecting with sports fans. We have an incredible audience of loyal and passionate listeners, and it’s crucial for us to keep delivering content that resonates with them, including any advertising or marketing efforts. We are really excited to see the opportunities that partnering with Sport Social will bring.”
UTA brokered the partnership between Sport Social and Undr the Cosh.
