Holden and Whooshkaa partner with Wil Anderson and Charlie Clausen’s AFL podcast

Comedians Wil Anderson and Charlie Clausen have locked in an exclusive deal with Holden and podcast platform Whooshkaa, for their ‘2 Guys 1 Cup’ AFL podcast.

The podcast, which began in 2016, features the two footy fans talking about their two football teams (Bulldogs and Saints) as the league approaches the finals.

Carat Connect will be responsible for managing the new partnership with Holden and Whooskaa, which will run all the way to the AFL finals in September.

Nick Randall, Whooskaa’s commercial director said the agreement would allow Holden to reach young podcast audiences in any place, time, and on any device.

“With Australian podcast listeners tuning in to an average of six shows a week, the number of brands exploring partnerships, advertising and content creation is rapidly escalating,” Randall said.

“Being voiced by Wil & Charlie and integrated within the podcast delivers Holden’s message in an authentic way to a desirable demographic.”

Anderson and Clausen said of the podcast: “When we started 2 Guys 1 Cup we were two jaded footy fans who didn’t believe in fairytales. But in the space of 18 months, we have seen the Bulldogs win a premiership from seventh on the ladder and now Holden are sponsoring our poorly researched football podcast. If the Saints go on to win a flag then our heads might just explode.”

Commenting on the partnership, Natalie Kean, head of Carat Connect said it was a good move for the Holden brand.

“Podcasts are a medium that are gaining huge momentum in market and it is great to be able to take the Holden brand into this new and exciting territory.”

Whooshkaa’s ad model will allow ads to run at the start, middle and end of the episodes, across multiple podcasts.

Advertisers can receive accurate data and analytics including impression numbers, listener location and time spent listening.

Nancy Del Monaco, Holden’s senior manager of media and brand partnerships, said the deal was a “great demonstration” of Holden’s focus on discovering “new and unique” partnership opportunities.

“We hope Wil and Charlie literally kick goals for us,” Del Monaco said.


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