Go for Gold: Why You Should Advertise on Sports Audio All Year

Cue the Olympics theme song. The Winter Olympic Games made a triumphant return, uniting fans across the globe, and the record breaking wasn’t limited to the rink and slopes. The opening ceremony drew in 21.4M viewers, making it the largest streaming viewership for any Winter Olympics Games in history. Additionally, NBCUniversal recorded over 11B minutes streamed across all events, as of mid-February. However, we couldn’t help but notice that spectators weren’t just drawn to what they were seeing.

If you’ve known us for a while, you know that we paid more attention to what was heard. From live updates, to emotional athlete interviews, to the songs that set the pace, the sounds of major sports events like the Olympics spark anticipation, excitement, and a teary eye or two. For brands, the best time to invest in sports audio was yesterday, but there’s still time to get advertising gold.

Here’s what to know for a winning sports audio advertising strategy that’ll put your brand on the podium. 

Not in Milan? Teleport there through audio 

Whether consumers were in need of a pick-me-up amid the post-holiday seasonal blues or some entertainment as they hibernate indoors, the excitement for the Winter Games was palpable. Almost 70% of sports fans 18 and up are interested in the Winter Olympics. And if you want to tune into the excitement and keep the momentum going, the answer is audio. 

From the play-by-play to halftime shows, what would the biggest moments in sports be without audio? The Winter Games delivered a dazzling opening ceremony, with a superstar line-up of Italian and global entertainers including Andrea Bocelli, Mariah Carey, Laura Pausini, Lang Lang, and more. Admit it, watching inspired you to stream the Italian hit “Volare” or maybe even Mariah Carey’s nostalgic tracks. If that’s you, you’re in good company. In the days following the opening ceremony, Carey saw a +597K increase in spins on Pandora. Additionally, “Olympics” was the top-searched term on the SiriusXM app in February 2026.

We accompanied spectators throughout the games, with can’t-miss coverage and playlists from popular talk shows, podcasts, and Pandora stations: 

• On SiriusXM: Mad Dog Sports Radio

• On Pandora: That Olympic Feeling station and Rap and Hip Hop Pregame station 

• On our podcast network: Casuals with Katie Nolan

With our live stations and podcasts, listeners can get courtside coverage across every major sport and event. 

Appeal to the die-hard fans and casual spectators 

Two in three Americans 13+ consider themselves sports fans, which means plenty of multi-generational reach for brands. And when it comes to the Winter Olympics, its fandom is almost evenly spread out across all generations, whether they enjoy differentiated content or a sense of community. Over half of millennials (57%) are Winter Olympics enthusiasts , and 72% of baby boomers are fans. Additionally, SiriusXM subscribers are 25% more likely to be Olympics super fans.  

Speaking of SiriusXM Media, we’re proud to be the official partner of six professional leagues, including the NFL, NBA, MLB, NHL, PGA, and NASCAR. With us as your teammate, you can tap into our broad network of content, including the SiriusXM Sports Podcast Collection, which is home to over 300 sports podcasts, including the Locked On Network. Advertisers can access everyone from pro sports enthusiasts to college sports devotees. 

But sports audio isn’t just for reaching die-hard fans. When it comes to the biggest moments, there are broader audiences to explore. Many listeners fall into the casual spectator category, dabbling in the major spectacles like the Olympics—especially when it comes to pivotal moments like the opening and closing ceremonies, displays of sportsmanship, or commentary from their favorite entertainers. And while it might be difficult for viewers to agree on the hardest or most interesting Olympic sport, we can all agree that the comedic relief of watching Snoop Dogg attempting to do curling or learn to ski with Olympic medalist Picaboo Street was unmatched.

It’s not just the Olympics that sports fans are showing up for. Over eight in 10 sports fans 18 and up are interested in the Super Bowl, while 58% keep up with the World Series.

The TL;DR: Major sporting events have a place in almost every household. 

This one’s for the girls: Leaning into female audiences 

While most sports fans still skew white and male, fandoms are diversifying and women are getting in on the action. In fact, 83M females consider themselves sports fans. And the media is matching this demand, with coverage of women’s sports tripling in the last five years. Plus, 37% of Black and Asian Americans report following more women's sports now compared to five years ago.

Women made a headline-making impact on the snow at the 2026 Winter Olympics. Fan favorites and multicultural Olympians, Erin Jackson, Laila Edwards, Alysa Liu, and Chloe Kim drew large crowds while improving representation in US Olympic sports. They didn’t just win medals, they made history: 

• Alysa Liu is the first US woman to win women’s figure skating gold in 24 years, and the song to her winning routine, “MacArthur Park” by Donna Summer, saw a +92% increase in station adds that same week

• Laila Edwards became the first Black woman to win gold with Team USA in hockey, helping generate 500+ searches for “women’s hockey” on the SiriusXM app that day

• Eileen Gu solidified her status as the most decorated freestyle skier with six Olympic medals

• The US women’s hockey team won their first gold medal in eight years, helping the US become only the second country in history to claim gold in both men’s and women’s hockey 

It’s not a renaissance but a femmissance. So, what’s the appeal of sports for women (other than the kick-ass female athletes)? Building community and leaning into social connections. Nearly six in 10 female sports fans socialize with others while watching or listening to sports content, and 68% of sports fans say it brings their family closer together.

Put the pedal to the medal with audio 

The 2026 Winter Olympics may be over, but our listeners' love for sports, games, and audio isn’t going anywhere. Investing in sports audio upgrades your advertising strategy so you can snag gold, reaching casual spectators, die-hard fans, and everyone in between.

If you’re ready to get your head in the game, let’s chat. 

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