Sport Social Podcast Network has announced what it believes, is a new media-first partnership with Soccer Manager.
It brings podcasting directly into the gaming space alongside grassroots football. The collaboration coincides with the September launch of Soccer Manager 2026, the latest edition of the hit football management series played by more than 86 million fans worldwide.
The deal sees both Sport Social and one of its most popular shows, Undr The Cosh, integrated into the game’s ‘Create a Club’ mode.
Sport Social will appear as a shirt sponsor, while Undr The Cosh will feature as an in-game sponsor with its hosts included as playable characters, complete with their own cards.
The crossover goes beyond gameplay. Undr The Cosh will run host-read ads to promote Soccer Manager 2026 and react to in-game events featuring their likenesses, creating a two-way link between podcast content and the gaming experience.
George Power, Content Producer of Undr The Cosh, said: “We’re delighted to be working with Invincible Studios and Sport Social on this collaboration for Soccer Manager 2026. Their support has enabled us to seamlessly integrate the hosts into the game, creating a truly natural fit for an engaging advertising campaign.”
A key part of the initiative is a grassroots competition giving listeners the chance to win a kit for their local football club, co-branded with both Soccer Manager and Sport Social.
The campaign will run across the network’s podcasts and social platforms, ensuring visibility both in-game and in the real world.
Chris Gore, CEO at Invincibles Studio, said: “We’re thrilled to be partnering with Sport Social for the launch of Soccer Manager 2026. Their reputation in sports media makes them a natural fit as an in-game sponsor.
“We’re excited for our global community of players to experience it and to continue building on the partnership.”
Sean Kelly, Account Manager at Sport Social Podcast Network, added: “This partnership with Soccer Manager brings something genuinely new for fans.
“From a grassroots competition that gives back to the community, to featuring our network and Undr The Cosh inside the game, it’s an exciting step that shows the potential of podcasts and gaming working together.”
For more information on the competition, visit winwithsportsocial.com/win-football-kits-for-your-grassroots-football-team-thanks-to-soccer-manager/
