Sports Audio: A Game-Winning Strategy For Advertisers

The year may have just started, but it’s already smashing records and defining history in sports. The 2026 Super Bowl was the second most-watched game in history with almost 125M viewers, while the halftime show generated over 4B social views in its first 24 hours. Meanwhile, over in Milan, the 2026 Winter Olympics’ opening ceremony scored 21.4M viewers, making it the most-watched in streaming viewership for any Winter Olympic Games.  

From the roar of the crowd to the rumbling in the stands, the sounds of game day stir up a lot of emotions for sports fans. With audio, brands can get in on all the passion and loyalty sports inspire. Listening to sports audio allows fans to feel connected to teams, players, experts, and fellow fans who keep those emotions alive past game day. A total of 66% of Americans consider themselves sports fans, equating to 186M Americans. And sports fans spend more than six hours daily with audio. No matter if they’re die-hard fans or casual watchers, sports have impacted most American’s lives. 

Here’s why digital audio should be part of your year-round game plan when targeting sports fans. 

Anywhere, anytime access builds the connection

Being a sports fan has evolved into so much more than attending a game or watching on TV. Sports audio allows listeners to access sports content whenever they want, and they get way more than a few minutes of content. Listeners tune into sports podcasts, SiriusXM talk shows, and streaming audio to stay linked to the sports world, like the 86% of sports listeners who listen to sports audio to stay connected to their team or sport.  

Listener interest is also diverse and not limited to the real-time game. Whether the game hasn’t started or has already finished, 42% of sports fans 18 and up are interested in listening to post-game analysis, 38% are interested in athlete interviews, and 35% are interested in play-by-plays.  

Sports interest isn’t always a solo habit but a group affair. Sports fans commonly bond with their loved ones over games and events. Over eight in 10 avid sports fans frequently discuss sports with family and friends. Advertisers looking to reach this connected audience can play a crucial role in their listening experience and reach more than individual listeners but co-listeners as well. 

Sports reaches listeners across ages and genders 

Sports is a universal language, bringing fans together of all backgrounds to join in on celebrating their favorite athletes, players, and teams. While two in three avid sports fans are men, women’s interest in sports is growing fast. Over 80M women consider themselves sports fans, and 67% consume sports audio to stay connected to their team and sport.

And when it comes to major sporting events, fandom also spans all generations. With the Winter Olympics underway, here’s a break down of fans of the games: 72% of baby boomers, 66% of Gen X, 57% of millennials, and 52% of Gen Z.

Whether your target audience is NFL-loving Gen Z males or MLB-watching female millennials, it’s here where you can find sports fans and audio lovers spanning all ages, ethnicities, and interests. 

Turning passion into purchases 

To show support for their favorite teams, fans invest in merch and memorabilia and rep their favorites alongside other fans. Nearly eight in 10 sports audio consumers have taken action after hearing an ad on a sports podcast or satellite radio show. And over half (52%) of sports fans 18 and up buy merch, gear, or memorabilia as a way to engage. Sports audio listeners are also big spenders, spending an average of $262 on sports merch/memorabilia in a year ($321 for sports podcast listeners), compared to just $185 for sports video viewers.  

The bigger the fan, the more invested they are in sports merchandise or memorabilia. When brands invest in sports audio, they’re tapping into a passionate fan base who are ready and willing to use their dollars to support their favorite teams and players. 

Seeking a deeper perspective 

Sports and audio take fans on a dynamic journey with content that speaks to them and connects them to their communities. When compared to other media, sports audio has the upper hand. We’ve seen podcasts grow 88% and SiriusXM grow 10% since 2015. And over six in 10 (63%) sports fans who are sports podcast listeners think shows dive deeper into topics than TV or social media and that they feature unique perspectives/opinions not covered in other channels.

When Olympic medalist and 2x World Cup champion Alex Morgan joined Alex Cooper for an interview on Call Her Daddy, they discussed everything from fighting for equal pay, to double standards, to retirement—with the YouTube video racking up +524K views to date.

Get in on the fun and games

Brands that tap into the world of sports audio reach listeners who are enthusiastic about the game in more ways than just watching or listening. Interest in fantasy leagues is growing and they’re more than a game—they create community for sports fans and raise the stakes. Almost three in 10 (29%) of sports fans 18+ take part in betting for any sports/leagues or major sporting events. Audio plays a huge role in the fun with 65% of listeners saying sports audio is a must-have tool for playing fantasy sports. And three in four fantasy sports players say they listen to more audio content because of fantasy sports, meaning messaging across our platforms lets brands meet passionate, highly invested fans.  

Our podcast The Fantasy Footballers perfectly appeals to the growing world of fantasy sports, dominating as the #1 fantasy football podcast. Boasting 414K YouTube subscribers and 6M peak US monthly downloads, the show is brands’ portal to reaching professional, affluent, male fans who want to up the ante on their sports passion.

Hit a home run with SiriusXM Media

Sports and audio are a power pairing. And the thrill of sports lasts beyond the field (and far beyond the last whistle) when listeners tune in to sports audio content. With us as your teammate, you have access to six professional league partners, 20+ sports talk channels on SiriusXM, 500+ sports podcasts, and much more. 

Get your brand messages in the game all year-round and in the ears of passionate sports fans. Let’s talk strategy.

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