A podcast-led campaign has helped embed Soccer Manager 2026 into football culture, driving engagement across audio, video and gameplay.
Sport Social Podcast Network worked with Invincibles Studio to deliver a multi-channel launch built around trusted football voices and fan communities.
The approach focused on integrating the game into existing content rather than relying on traditional advertising formats.
Undr The Cosh played a central role, with host-read ads woven into episodes in the show’s established style.
A simulcast episode across audio and YouTube also featured in-game player cards, QR codes for downloads, and branded visuals to connect content directly with gameplay.
The hosts were incorporated into the game itself, interacting with their own player cards and stats. This created moments designed to feel natural within the show and encouraged audience sharing.
George Power, Content Producer at Undr The Cosh, said: “Integrating the hosts directly into the game created a natural extension of the show and made the campaign genuinely entertaining for listeners.
“It felt authentic to the Undr The Cosh audience while bringing Soccer Manager into the heart of the football conversation.”
The campaign extended beyond content, with Sport Social and the podcast featured as in-game sponsors within Create a Club mode. This gave visibility during gameplay and reinforced the connection between content and product.
Offline activity included a grassroots kit competition involving amateur teams across the UK. Bure Valley FC Under 12 Girls from Coltishall in Norfolk were selected as winners, receiving a funded kit featuring both brands.
Sophie Hind, Managing Director of Sport Social Podcast Network, said: “This partnership shows how podcast-led branded content can go far beyond audio.
“By combining trusted voices, in-game integration and real-world community impact, we helped Soccer Manager 2026 connect with football fans in a way that felt natural, entertaining and meaningful.”
Kym Ratcliffe, Marketing Operations, Invincibles Studio, added: “It has been great having Sport Social as a partner for Soccer Manager 2026. Their reputation in sports media makes them a natural, authentic in-game sponsor, and having a real, relatable sports entertainment brand clearly resonates with our players.
“We’re also grateful to work closely together on initiatives such as giving our players and Sport Social listeners the chance to win a football kit, a fun concept that reflects the values we share.”
The campaign reported 4 million total users, with 220 million matches played. Of those, 65 million included Sport Social as a selected sponsor, generating 186 million in-game impressions.
