Global is launching a new video-first podcast brand, a dedicated sport entertainment division, and a suite of data tools to prove advertising effectiveness.
At the company’s first-ever Audio & Entertainment Upfronts, Group CEO Simon Pitts presented Global Studios – a new creative hub focused on building video-first podcast brands.
The move brings creator-led video together with Global’s audio platforms, offering advertisers access to integrated, multi-platform campaigns across radio, digital, and outdoor.
Pitts told advertisers: “Expanding into video in a major way is a natural next step for Global. We all know the lines between audio and video are blurring rapidly, with audiences and brands increasingly expecting integrated experiences. And that’s what you’re going to get from Global.
“With Global and the Fellas Studios joining forces, we’re building a launchpad for the next generation of media brands – combining creator talent and premium production with the best brands and the power of Global’s unrivalled data engine and marketing machine.”
The event also saw the launch of Sport by Global, a new division dedicated to sports entertainment. The unit will connect brands, athletes, and rights holders with fans, building on Global’s partnerships with Team GB, Wimbledon, McLaren, and SailGP.
Mike Gordon, Global’s Chief Commercial Officer, said: “Creativity and partnerships are our superpower.
“With the launch of Sport by Global, we’re extending our entertainment expertise into one of the most powerful cultural spaces – the world of top class sport. With a weekly reach of over 52 million people across our platforms, we can amplify huge events for rights holders and help them connect with audiences in new ways.”
Global also announced Global:IQ, a new data and effectiveness platform that combines first-party data, advanced analytics, and AI-driven optimisation tools to help advertisers measure and prove campaign impact.
Pitts said: “We know we need to combine our brand strength with performance-led, data-driven solutions that improve measurement and prove effectiveness. That’s why we’re so excited to be introducing Global:IQ, the home to a whole suite of tools to prove the impact of every pound advertisers spend with us.”
Mike Gordon added: “Proving outcomes matters more than ever. Global:IQ brings together data, technology and creativity to give advertisers real confidence in what works, and what could work even better.”
The company also revealed a new narrative podcast series about the infected blood scandal hosted by Emily Maitlis, further expanding its original content slate.
Global highlighted its strength in branded entertainment, showcasing long-term partnerships with major advertisers.
Tom Corbett, Group Head of Sponsorship & Client Experience at Barclays, said: “We’ve been partners of Global for many years now. It’s a hugely valuable relationship for us as an advertiser.
“We are the title sponsor of Capital’s Jingle Bell and Summertime Ball, but the uniqueness of our partnership really comes from the ability to combine the power of live events and live music with the scale of Global’s network.”
