The Elis James and John Robins podcast will start carrying advertising from next month.
The move follows the publication last year of an updated BBC Audio Release Policy, which allows independent producers to commercialise titles that are no longer licence fee-funded BBC content.
Significant Productions and Audio Always are leading the commercialisation of the award-winning show, which remains available on BBC platforms without advertising.
Episodes on BBC Radio 5 Live and BBC Sounds will continue to be licence fee-funded, while the producer-run feed will feature sponsorship and branded content.
Significant Productions was formed by Elis James, John Robins and Dave Masterman, who will lead production.
Plans include enhanced visuals, extra content and the launch of dedicated social channels for the podcast.
Audio Always will manage commercial opportunities in partnership with Acast, providing advertising sales, distribution, studio hire and production services.
Dave Masterman, Director and Co-Founder of Significant Productions, said: “We’re incredibly proud of what the show has achieved since joining 5 Live in 2019, and we’re delighted to now have the opportunity to realise its commercial potential while still being available on BBC platforms for audiences to enjoy.”
Paul Fernley, Business Development Director at Audio Always, added: “Brands will love connecting with the show’s loyal audience and there is a huge opportunity for commercial creativity throughout all elements of the podcast.”
Elis James and John Robins joined the BBC in 2019 with a weekly 5 Live programme and have grown into one of the UK’s most successful podcasts. In October 2025 it won gold at The British Podcast Awards for Best Comedy Podcast, adding to previous wins at the ARIAs, Broadcasting Press Guild Awards, Chortle Awards and Audio Production Awards.
Advertising and sponsorship across the podcast’s RSS feed will begin on 7 April 2026.
