The Secret to Building a More Valuable Sports Podcast Audience

Trust is the biggest advantage sports podcasters have. Learn how to turn engaged listeners into long-term audience and revenue growth.

Sports podcasts have exploded in popularity, and the audience is active, engaged, and valuable to both creators and brands. A recent study from Sounds Profitable shows sports podcast listeners consume content differently. They trust it more, engage with it more, and take action more often than the average podcast listener.

Let’s dig into the data around how sports podcast listeners feel about the content—ads and all—and how creators in the space can build and strengthen audience and advertiser relationships.

Lean into trust

Sports podcast listeners have a strong- relationship with the medium. In an era where audiences are increasingly skeptical of media, sports podcast listeners rank podcasting among the most trusted ad-supported channels available.¹ In fact, they trust podcasts 6% more than the average podcast listener.¹ And they rank podcasts with ads 57% more factual and accurate than other ad-supported media. 

For creators, that trust and authenticity doesn’t just strengthen listener relationships, it makes shows  more attractive to advertisers. 

Authenticity makes sponsorships work

Trust and authenticity don't stop with your content—they extend to the brands you choose to work with. Sports podcast listeners are more likely to embrace advertising when it feels like a natural extension of the show rather than an interruption. Over half of sports podcast listeners say podcast advertising feels authentic and natural, making thoughtful sponsorships a win for both creators and listeners,¹ And compared to the average podcast listener, sports podcast listeners are more likely to say:
Ads feel relevant to my interests (+16% more than the average podcast listener)

I feel confident making purchases from ads (+15% more than the average podcast listener)

Ads are easy to remember (+13% more than the average podcast listener)
For sports podcasters, the takeaway is clear: Choose brand partnerships thoughtfully and make host reads feel authentic. That’s the combination that will  sit well with listeners and continue to build trust. 

Trust leads to action

Sports listeners are more likely to visit websites, tell friends about products, use promo codes, and purchase after hearing podcast ads. They're also more likely to recommend products afterward. For creators, that means your audience isn't just engaged—they're influential. That's a powerful story to tell potential sponsors.

That means you’re offering sponsors something more valuable than impressions. You’re delivering an audience that’s willing to engage, recommend, and buy.

Great sports podcasts build more than just audiences

The most valuable sports podcast audiences are the ones that are built on trust. When listeners believe in your content, they're more likely to believe in the brands you partner with, creating long-term value for both your audience and your business. Build a more valuable audience with Simplecast.

Source:

1. Sounds Profitable, Advertising Landscape 2025