How Audio Makes Sports Advertising a Year-Round Strategy

The Olympic Games, Super Bowl Sunday, March Madness, FIFA World Cup… for sports fans across the globe, these events are like holidays. Sports fans eagerly wait for popular competitions, cheer on their favorite athletes, and soak up every minute of the game they can. But when it’s all over, what happens? When the final whistle blows, the entertainment—and consumer attention—is far from over. 

The advent of digital audio has wildly changed the playing field for sports fans of all walks of life. Thanks to the always-on content and intimate connections to the teams, players, and personalities fans love most, audio provides an all-access pass to both on- and off-the-field stories—opening up new advertising opportunities for brands looking to connect with sports fans and digital audio consumers. The result is year-round engagement with no off days. 

During the season

Music sets the mood for sporting events 

When sports fans are watching athletes on the field (or the court, the track, or wherever else), audio is a major player. Music enhances the sporting experience, from heading to the event, to grilling at a tailgate, to watching from the comfort of their own homes. 

Here’s how they’re engaging:

• During any and all events: 62% of sports fans 18 and up listen to music while doing any sports activities

• On the road: 44% listen on the way to a live game (driving, on public transportation, etc.) 

• Pre- and post-game: 32% listen while tailgating before or after a live game 

• A group affair: 25% listen while hosting or attending a viewing party to watch a live game 

Pandora offers the hype music and party tunes that consumers look for before, during, and after the game, offering plenty of sponsorship opportunities for brands. When a sports fan is getting pumped for a major game, they might tune in to Girl Power or VIP Rap. If they’re hosting a viewing party, they might get ready for the main event with stations like Classic Rock. And if they’re celebrating Bad Bunny headlining the 2026 Super Bowl halftime show, they’re likely turning up Bad Bunny 360° and Trap Latino, joining many others who helped accumulate 1.8M spins for the artist after the game.

No matter the location or the event, consumers are plugging in and turning up to their favorite sounds while they enjoy the hype of the sports season. For advertisers, this type of audio takeover offers a major opportunity to stay connected to their target audience through every stage of the experience.

After the final buzzer

Any true sports fan knows that during the season, the hype doesn’t stop once the clock runs out. Instead, the end of the game signals the beginning of a new type of content consumption. Once they leave the stadium or turn of the TV, enthusiasts plug in their headphones or turn on their car speakers to tune into sports podcasts or talk radio for:

• Jaw-dropping game highlights

• Breaking news stories

• Exclusive interviews with athletes, coaches, and commentators 

Sports podcasts are especially enticing for fans who are looking for in-depth analyses and perspectives. In fact, 63% of sports fans who are sports podcast listeners think sports shows dive deeper into topics than TV or social media and feature unique perspectives/opinions not covered in other media. The SiriusXM Podcast Network offers the can’t-miss coverage, whether it’s Casuals with Katie Nolan dissecting Winter Olympics drama and interviewing WWE’s the Bella Twins or CNBC Sport sitting down with Hall of Fame inductees and NFL executives to talk sports and business. 

Knowing when and where your target audience is tuning in is key to winning your advertising play. Placing your brand’s message in contextually relevant spots and catching your listeners in the right headspace helps drive home conversions and elevate brand perception.

Go big or go home

Fans are also using audio to win big—big cash, that is. One in four sports fans take part in betting on any sports/ leagues, and one in four take part in betting on major sporting events like the Super Bowl. With the increasing legalization of sports betting happening across the country, this space continues to expand—with online sports betting expected to grow by $31.65B by 2027. And fans are turning to audio for game-time analysis and pre-season drafts to inform smart investments. 

And let’s not forget about fantasy sports. Nearly four in 10 sports fans have participated in fantasy sports over the past few years. Sports betting enthusiasts often look to audio to help them make smart plays or set the mood, like 8% of adults 18 and up who listen to music while setting their fantasy team lineup. Advertising on podcasts and radio shows that offer fantasy sports advice and tips is the perfect setting for brands looking to appeal to these crowds. Fantasy sports fans are in good company on the SiriusXM Podcast Network, where The Fantasy Footballers (the #1 fantasy football podcast) discuss everything from their Super Bowl reactions to questions on fantasy football drafts. In fact, their first episode post-Super Bowl this year saw 72K episode downloads within 24 hours and 23K YouTube views to date.  

During the off-season

Tuning into trusted voices

Sports fans don’t just want any commentary or coverage. They want the real deal, with voices and affiliations they know and trust. Two in three sports fans 18 and up are interested in hearing from sports audio hosts like athletes, coaches, and sports announcers. Luckily, we deliver on these fan expectations thanks to our impressive roster of six official league partnerships on SiriusXM and eight podcast publisher partners. And with over 20 talk channels and a collection of over 300 sports podcasts, we hand the mic to leading voices like Stephen A. Smith, Katie Nolan, Luis Omar Tapia and Rafa Hernández-Brito, and many more. Podcasts and talk channels deliver the intimacy and personal connection sports fans crave, opening the door for new ways to engage with popular influencers and personalities—allowing them to continue maintaining connections well after seasons end. 

The good news for advertisers is that these trusted voices can help connect you to potential consumers. Working with reputable sports talk talent helps raise engagement levels and brand exposure within the sports enthusiasts’ world. In fact, 35% of sports fans 18 and up like seeing or hearing their favorite athletes in advertisements, and 18% like trying new brand collaborations with their favorite athletes.  

When you pair your advertisements with talent and influencers who are contextually relevant, it's like scoring a touchdown in marketing; it makes an impression and enables brands to connect with their target markets in settings that are incredibly realistic.

Put on your game face with SiriusXM Media 

Our sports content gives brands the opportunity to connect with sports fans on a deeper level. From live talk, to pre- and post-game content, to expert interviews, to in-depth analyses, we’ve got the top networks and advanced solutions to help you score a home run. 

Ready to tap into the power pairing of digital audio and sports? Let's chat.

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