Nova and Fox Sports launch commercial podcast partnership

Nova Entertainment will package and commercialise Fox Sports Australia’s podcast audience, as part of a new strategic sales relationship between the two entities.

The new commercial partnership will see the Nova Entertainment Podcast Network and Fox Sports join to become a leading destination for sport podcast content, with a goal to amplify and extend the reach of their audiences.

Nova Entertainment has held a strategic podcast partnership with News Corp Australia since August of 2019. This latest move aims to provide brands with scalable audio advertising solutions, and the ability to target audiences of NRL, AFL, NBA, Supercars and cricket.

Foxtel Media sports sales and partnerships director, Martin Medcraf, said the partnership will provide an opportunity for brands to engage with sport fans.

“Nova Entertainment is a powerhouse in the audio entertainment industry and we are delighted to be collaborating with them to reach their wide listener network, provide dynamic sports content, and help brands engage even more deeply with Australia’s passionate sports audiences.

“This partnership will allow devoted fans to engage with their favourite sports beyond live or streaming television broadcasts.

“These podcasts will be readily available at any time so that fans can choose when and how they listen – a factor that has become increasingly important to today’s audiences.”

As part of the partnership, Fox Sports Australia’s premium audiences will become accessible for brands through host read, dynamic ad insertion, and other integration opportunities.

Nova Entertainment digital commercial director, Kane Reiken, said audiences are increasingly seeking out more post-match content and commentary, pushing them towards sports podcasts.

“We are proud to be working with Fox Sports, the undisputed home of sport in Australia. With audiences increasingly looking to extend the post-match commentary and conversation within the podcasting environment, we are excited to partner with FSA to allow brands to tap into this engaged community.

“The partnership will see NOVA develop, package and commercialise Fox Sports Australia’s podcast audience, providing compelling brand integration opportunities.

“We know podcasting works for brands wanting to reach premium audiences in an intimate audio environment and this partnership solidifies our #1 position for sport podcast content in Australia, and kicks of an ambitious 2021.”

In December, 2020, New Corp and Nova strengthened their podcasting relationship with the launch of the News Feed; a network of daily news podcasts from each state-based masthead.


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