For The Love Of Rugby has secured a new coverage partner that brings studio rebranding into sports podcasting during the Six Nations.
The rugby podcast, produced by Crowd Network, has announced Tesco Whoosh as its coverage partner for the duration of the tournament, with the studio temporarily renamed the Tesco Whoosh Studios, marking a move more commonly seen in live sport and broadcast venues.
Developed with WPP Media’s EssenceMediacom, the partnership will see Tesco Whoosh integrated across multiple parts of the show, including YouTube episode graphics, host-read advertising and branded discussion segments.
Hosts Ben Youngs and Dan Cole will also share their own use of the rapid grocery delivery service during Six Nations weekends, with reflections included in Monday episodes.
The deal is to reach highly engaged rugby audiences across podcast and video platforms, while testing a naming rights model within on-demand audio.
Applying a studio renaming approach to a podcast environment opens up new commercial opportunities as brands look for closer alignment with established digital content.
Since launching in February 2024, For The Love Of Rugby has built a significant audience. During last year’s Six Nations, its rugby output generated 2.4 million longform listens and views, alongside 51.4 million short-form views, underlining the scale available through tournament-focused podcast content.
Steve Jones, Content Director at Crowd Network, said: “The Six Nations is one of the biggest moments in the rugby calendar and For The Love Of Rugby has become a go-to destination for fans who want informed, honest and entertaining analysis of the tournament.
“Working with Tesco Whoosh allows us to build on that momentum, integrating the brand innovatively and creatively into the show and giving fans something genuinely useful alongside the content they already love.”
Francesca Jones, Head of Online at Tesco Whoosh, said the partnership fits naturally around matchday viewing and listening habits.
Alex Brown, Head of Sport and Entertainment at EssenceMediacom, part of WPP Media, said the collaboration demonstrates how brands can move beyond traditional sponsorship models and engage audiences through premium sports content during major moments like the Six Nations.
