Sport Social partners Wake Word to enter German podcast market

The Sport Social Podcast Network has partnered one of Germany’s leading podcast studios, Wake World, to enter the German podcast market with sport rightsholders.

To build on its position as an audio partner of official rights holders, sporting personalities and brands in the UK, Sport Social and Wake World will support rights holders and sporting institutions in Germany to create original podcasts, grow and unify their fanbase, diversify their audiences, and monetise new revenue streams. 

Europe’s growing podcast audience has helped the growth in advertising revenue of 32.5 percent in 2023 — making podcast advertising the fastest growth of all digital ad formats according to IAB.

In Germany, according to recent market analyses, more than 80 percent of the population listen to podcasts at least once a month and almost 40 percent according to Bitkom consider themselves listeners of sports podcasts — a submarket currently dominated by newspaper publishers and radio broadcasters.

Sports Social has already established itself as Europe’s largest sports-dedicated podcast network working with major rights holders such as Manchester City, Tottenham Hotspur, Aston Villa and World Athletics, and Wake Word has a track record of working closely with clubs such as FC Bayern Munich, sports brands and personalities. 

Ruth Fitzsimons, Head of International at Sport Social Podcast Network, said: “This is such an exciting time for the German podcast market.

“Sports podcasting is growing rapidly, and there is a clear, dedicated fanbase of passionate listeners. That’s a powerful audience for rights holders to tap into and engage with.

“Our track record in the UK as the official production partner for 7 Premier League teams and numerous sporting bodies has shown we have a strong track record of delivering great content, audiences and revenue.

“Together with Wake Word, we’ll be able to delve into this market and expand our reach, supporting another fast-growing international sports podcasting space.” 

Ruben Schulze-Fröhlich, Managing Director of Wake Word added: “We are very happy to announce our partnership with Sport Social. Together we are able to offer German soccer clubs an opportunity that has been successfully tested with the big clubs in the Premier League: To grow the reach of their brand and develop a new revenue stream.” 

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