Podcast company Acast has signed a major sales partnership with The Athletic, the popular sports news platform owned by The New York Times. As part of this deal, Acast will become the exclusive external sales partner for The Athletic’s podcast network. This means Acast will work with The Athletic’s in-house team to manage audio ads, sponsorships, podcast video content, and branded content across its shows.
The Athletic is known for its deep sports coverage and currently has more than five million subscribers worldwide. Its podcast network features over 35 shows covering a wide range of sports, including the NFL, NBA, MLB, NHL, WNBA, college football, Premier League soccer, and Formula 1.
Some popular shows from The Athletic include The Athletic Football Show, NBA Daily, No Offseason, Totally Football Show, and The Athletic FC. These shows feature top names in sports media such as Dianna Russini, Robert Mays, Ayo Akinwolere, Zena Keita, Meg Linehan, and James Richardson.
For Acast, this is a major addition to its growing global podcast network, which already includes over 140,000 shows, more than 3,300 advertisers, and reaches one billion listens every quarter.
Ricardo Neto, Vice President of Sales at Acast, said, “Working with a top brand like The Athletic lets us offer advertisers a safe, premium space with a global reach and strong fan engagement. Their shows feature some of the most trusted voices in sports, which lines up perfectly with Acast’s global presence.”
Julian Ahye, Head of Brand Partnerships at The Athletic, said, “Acast’s experience in podcast advertising, along with their international reach, gives us the chance to bring more value to our advertisers while making the listener experience even better. We’re excited to work closely with them to grow our podcast network and keep delivering the smart sports stories fans love.”
With this partnership, Acast and The Athletic are setting the stage for a new wave of opportunities in sports podcast advertising, offering brands a chance to reach millions of engaged fans through trusted voices and high-quality content.
About Acast
Acast is one of the podcast companies, helping creators share their voices and connect with audiences around the globe. Founded in 2014, Acast hosts more than 140,000 podcasts and works with over 3,300 advertisers to bring brand-safe, targeted ad solutions to the booming podcast market. With more than one billion listens every quarter, Acast offers global reach, innovative ad tech, and tools that help creators grow and monetize their shows. Whether it’s through dynamic ad insertion or branded content campaigns, Acast connects podcasts with the right audiences and advertisers in powerful ways.
About The Athletic
The Athletic is a subscription-based sports media company known for its in-depth journalism and smart analysis. Founded in 2016 and acquired by The New York Times in 2022, The Athletic covers more than 200 professional sports teams and leagues worldwide. Its team of top-tier sportswriters delivers exclusive stories, breaking news, player profiles, and expert commentary across a wide range of sports. In addition to written content, The Athletic runs a growing podcast network with over 35 shows and a loyal global audience. From the NFL and NBA to the Premier League and F1, The Athletic brings fans closer to the action with quality reporting and storytelling.