The New Sports Ecosystem: A Home Run for Brands

 

Over 186 million Americans consider themselves sports fans — that’s enough people to fill every seat in every NFL stadium over 60 times consecutively.1 Sports are woven into the fabric of American culture, but how fans connect with their teams has fundamentally changed. 

Consumption habits are rapidly shifting to highly engaging video and audio content. Particularly, podcast listening hours have increased by a staggering 355% in the last decade, according to Edison’s national Share of Ear quarterly study.2 Modern fans don’t just watch games; they plug into a robust sports universe. You can find a podcast to dissect every play, trade, and controversy in near real time. Social platforms light up during live games, turning individual reactions into collective moments. 

This evolution is creating powerful opportunities for advertisers to align with sports content and the fans that can’t get enough of it.
 

Extending the Emotional Moment

Sports are compelling emotional connectors, sparking joy, heartbreak, loyalty, and fierce debate. In today’s content landscape, fans don’t rely on a single format to feed that passion. Instead, they move fluidly across platforms, choosing the right experience for the moment they’re in. 

On game day, that might mean blasting a favorite high-energy Pandora station at the tailgate to set the tone. During a long drive, it could be turning to SiriusXM play-by-play so they never miss a snap, pitch, or buzzer-beater. Later, fantasy sports radio fills the gaps, helping fans debate lineup decisions, injuries, and trades in real time. And when the game is over, podcasts pick up where the broadcast leaves off, breaking down every play, controversy, and storyline.

Sports enthusiasts spend six hours and 26 minutes listening to audio each day, over two hours more than the average American.² That listening time isn’t passive; it’s intentional. Fans turn to different channels to satisfy different needs, creating an always-on emotional runway that deepens connection between games, seasons, and even eras.

This expanded emotional runway deepens fandom. We don’t rely on memory alone — we revisit, analyze, and share moments that move us. In fact, six in 10 fans report they follow, consume, and share sports-related content on social media3. This has become the connective tissue that keeps us emotionally engaged between games, seasons, and even eras. That emotional intensity is powerful—but it also means brands need to show up thoughtfully, because in sports, passion is amplified in both victory and defeat. 

 

Authentic Conversations Fans Trust

Unlike broadcast TV’s highly produced and polished approach, sports audio embraces personality, perspective, and authenticity. Conversations are longer, looser, and closer to how fans actually talk about sports—with passion, humor, disagreement, and nuance.

Hosts aren’t distant analysts; they’re trusted voices who reflect the fan community itself. The diversity of voices in the sports audio landscape enriches the entire industry. Take Katie Nolan, whose unmistakable approach blends sharp sports insight with an intentionally unserious tone. Her storytelling celebrates fans of every creed—from die-hard obsessives to the casually curious—creating a space where deep sports knowledge isn’t required to feel welcome. 

Fans seek out this content intentionally. In fact, 66% of sports audio listeners say they tune in to hear unique perspectives on sports that aren’t covered in other media.¹ And over time, that consistency builds affinity, with 64% of sports audio listeners saying they trust the products and services recommended by a sports commentator or announcer they like or follow.¹

 

Deeper Fan Connection = Greater Brand Impact

The passion of sports combined with the intimacy of trusted audio content—it’s a home run for brands. Take it from the 78% of sports audio consumers who have taken action after hearing an ad on a sports podcast or satellite radio show1. 

Instead of competing for attention during crowded commercial breaks, advertisers can integrate into the conversation itself—aligning with trusted hosts, tapping into passionate communities, and reaching fans during moments of high engagement.  Brands that understand this ecosystem can move beyond awareness and into genuine connection, becoming part of the conversation, not just part of the media buy. 

In today’s sports media ecosystem, the game doesn’t end at the buzzer. And for advertisers, that’s where the opportunity begins.

1. Sports Audio Report, SiriusXM, GroupM, Edison Research
2. Edison Research Share of Ear 
3. SiriusXM Media Sports Soundboard, September 2025 

 

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