Before, During, After: How Audio Powers The Sports Fan Journey

Sports play a massive role in shaping the world and media today. The Super Bowl, the World Cup, the Olympics, March Madness, and so many more events—these moments dominate cultural conversations, capture the attention of massive audiences, and create countless opportunities for brands to reach consumers at scale. But for a long time, advertising budgets have been focused on live events, limiting brand impact to fleeting moments in time. 

The reality is, there’s a huge opportunity to extend both reach and impact the weeks leading up to these major games and in the days, weeks, and even months following the final plays. 

Sports fandom is always on—and audio fuels the passion for fans. They aren’t just tuning in for kickoff or tipoff anymore—they’re listening to pre-game predictions on their commute, staying up to date with athlete interviews while in the gym, sending highlights in the group chat, and diving into post-game analysis long after the game ends. Sports coverage spans across platforms, formats, and daily routines—and audio sits at the center of it all. 

For brands, that means the opportunity doesn't begin at kickoff—and it doesn't end at the final whistle. To connect with modern sports fans, marketers need to show up across the full journey: before, during, and after the moments that matter most.

Before the game: Fandom starts long before kickoff

Sports fandom begins well before game day.

Days, weeks, and sometimes even months before a major event, fans are already leaning in. They’re actively seeking out content to help them get ready for the big game, whether it’s expert analysis on satellite radio, fantasy recommendations from their favorite podcast, or streaming a halftime performer’s latest album before they take the stage. Case in point: After Shakira and Burna Boy released their 2026 FIFA World Cup anthem, “Dai Dai,” the song saw a +2,925% increase in streams on Pandora. 1

For many fans, this build-up is part of the experience—and for brands, it represents an opportunity to connect before the moment arrives. They're looking for deeper analysis, stronger opinions, and more context than they can get from a highlight clip or social post. 

For fans, the journey doesn't begin on game day. It begins with the conversations leading up to it. Audio has become one of the most natural ways for fans to stay connected, turning predictions, analysis, and storytelling into part of the daily routine.

During the game: Fans are multitasking and multi-platform

Sports fans aren't consuming games the way they used to. Today's fan experience stretches far beyond the TV screen. Fans are following social media reactions, checking fantasy lineups, texting group chats, watching highlights, and streaming commentary—all while the game is still happening.

And as sports viewing becomes more fragmented, staying connected isn't always easy. More than three in four sports fans say they need too many TV networks and streaming services to access the sports content they care about. 2

That's where audio plays a unique role. Rather than competing with the live viewing experience, audio complements it. Whether fans are listening to play-by-play in the car, catching analysis between meetings, or tuning into sports talk while multitasking, audio helps keep them connected to the action in real time. In fact, 51% of sports fans listen to sports audio while doing other activities. 2 Audio fits naturally into the moments where fans can't always be in front of a screen, allowing them to stay engaged with the teams, players, and storylines they care about.

For brands, that's an opportunity to show up alongside the live moment—not just on the screen, but across the broader fan experience happening around it.

After the game: Fandom continues after the final whistle

The final whistle doesn't signal the end of the fan experience. Instead, it marks the beginning of the next conversation. Once the game ends, fans immediately move into highlights, reactions, analysis, podcasts, and cultural conversations. 

And audio continues to dominate here, too. Whether it's a post-game recap, an athlete interview, or a podcast breaking down the biggest moments, audio gives fans a way to stay connected long after the event is over. In fact, more than 60% of sports podcast listeners say podcasts dive deeper into sports topics than TV or social media. 2

And let’s not forget music. Major sporting events and unforgettable headliners go hand-in-hand. Those few minutes on TV have a massive influence on what consumers tune in to. Take, for example, the iconic 2026 Super Bowl halftime show. Just one day after Bad Bunny’s historic performance, the artist saw a +282% in Pandora station adds. And after Alysa Liu captivated the world with her closing performance for the 2026 Winter Olympics, there were +129% station adds for “Stateside” by PinkPantheress and Zara Larsson.  1

For fans, it's an opportunity to get more context, perspective, and insight. For brands, it's a chance to remain part of the conversation after the cameras stop rolling. Today's sports fandom isn't defined by a single moment—it's defined by everything that happens before, during, and after the game.

Get your head in the game

For years, sports marketing has been built around moments. But fans don't experience sports that way. The fan journey starts long before game day and continues long after the final whistle, driving a content explosion that keeps them engaged and excited. The brands winning in sports are finding ways to connect with fans across the entire experience—not just the biggest moments.

That means rethinking sports marketing through a new framework.

Before: Build anticipation and awareness. Show up alongside the predictions, storylines, and conversations that fuel excitement leading up to the event.

During: Drive engagement and amplification. Connect with fans as they move between screens, platforms, and live moments in real time.

After: Extend the conversation. Stay present through the reactions, analysis, and cultural discussions that keep fandom alive long after the game ends.

Connect with sports fans on and off the field with us

Audio is uniquely positioned to support every stage of that journey. It reaches fans when anticipation is building, keeps them connected during live action, and extends engagement through post-game conversation and analysis. Because winning in sports today isn't about owning a single moment. It's about showing up before, during, and after the moments that matter most.

And SiriusXM Media is home to 255M+ listeners, 3 reaching half of Americans 18+, 4 meaning brands have access to listeners tuned in for the pre-game, during the game, and beyond. Be a part of game day excitement all year round. Let’s talk.

Get ready for game day and beyond