Game On, Glass Up: The Podcast-Sports Fan Connection

There’s a certain magic in the air when game day rolls around—grills are fired up, jerseys are pulled out of closets, playlists are queued, and in many cases, drinks are poured. For fans, sports aren't just something they consume, they're something to experience. And for podcast listeners, that experience goes far beyond the screen as they blend listening habits with the social rituals of game day.

A recent Pandora poll reveals new insights around the powerful connection between audio, alcohol consumption, and sports. Whether they’re tailgating or attending watch parties, fans are combining sound with sipping in ways that create immersive, memorable sports experiences. Let’s dive into how these digital audio habits shape a new kind of sports-consuming lifestyle for podcast listeners.

Where Cheers Meets Cheers

In stadiums, living rooms, tailgate lots, and backyard watch parties across the country, sports fans unite around one shared ritual: raising a glass while watching the game. Whether it’s a celebratory toast after a big win or a casual sip during pre-game banter, alcohol is a consistent part of the sports-viewing experience. And for podcast listeners, sports aren’t just entertainment—they’re a way of life.

• 78% of podcast listeners ages 21+ are fans/viewers of sports leagues like the NFL, MLB, or NBA

• 82% are fans/viewers of major sporting events like The Super Bowl, March Madness, or The World Series  

The data highlights not only the broad reach of sports interest among podcast listeners but also their depth of engagement. With more than half of podcast listeners ages 21+ (55%) reporting that they drink alcohol while watching sports, it’s clear that alcohol is a central part of the game experience. And when it comes to what they’re drinking, podcast listeners aren’t tied to just one category.

The beverage breakdown: A diverse alcohol profile

Among podcast listeners ages 21+ who are sports fans and alcohol consumers:

• 73% drink beer (domestic, imported, or craft)

• 58% drink hard spirits (vodka, tequila, rum, etc.)   

• 37% drink wine (white, red, or sparkling)

• 36% drink hard seltzers or malt beverages 

This diverse beverage profile signals that beer brands aren’t the only contenders in the game. Spirits, wine, and hard seltzer brands all have a strong consumption presence among podcast listeners, making this audience a prime target across the entire alcohol category. If your brand wants to make a strategic impact and reach the right audience with relevant messaging, podcasts offer a front-row seat to the action.

It's Game On for Alcohol Consumption

For podcast listeners, alcohol consumption goes far beyond just gameday. Whether they’re hosting or attending viewing parties (42%), watching live games or replays (38%), or tailgating before or after a live game (32%,) listeners keep alcohol close by—creating valuable touchpoints for alcohol brands.

In fact, alcohol isn't just a benchwarmer—56% of podcast listeners ages 21+ report drinking alcohol during any sports-related activity. For alcohol brands looking to tap into fans’ most celebratory moments, podcasts are the power play, offering unmatched reach, relevance, and impact.

Headphones In, Game Face On 

Audio isn’t background noise, it’s an essential part of the sports fan experience. Podcast listeners are redefining how and when they engage with sports, seamlessly blending their passion for the game with their love of audio. 

Audio has undoubtedly become part of the modern fan experience, with 62% of podcast listeners ages 21+ saying they listen to audio during any sports-related activities, and 45% saying they listen on the way to a live game.  At its core, audio shapes how fans stay informed, entertained, and connected to the action.

Podcast Ads: Your Brand’s Winning Play 

Podcast listeners actively engage with the advertising they see or hear, and that engagement translates into measurable results for brands. Unlike traditional media environments where ads are often ignored or skipped, podcast listeners demonstrate high levels of attention, trust, and responsiveness. The numbers speak for themselves:

• 7 in 10 podcast listeners ages 21+ say that ads in podcasts have made them aware of new products and services

• 51% say they are likely to buy products and services from companies that sponsor podcasts they listen to

• 48% say they pay more attention to podcast ads than ads they see or hear elsewhere

This level of ad engagement means brands aren’t just capturing attention—they’re influencing action among highly intentional listeners.

Beyond awareness and purchase intent, podcast ads are associated with positive brand perception and credibility. 

• 49% of podcast listeners ages 21+ say they have a more favorable opinion of companies that advertise on podcasts

• 47% say they trust podcast advertising more than they trust ads on other media

For advertisers, especially in crowded or highly competitive categories like alcohol, this level of impact is rare. Podcasts are more than just another media channel; they’re a performance-driven platform that delivers measurable ROI.

Podcast Hosts: The Assist Your Brand Needs 

While podcast hosts are increasingly referred to as influencers, their relationship with listeners runs far deeper. Unlike the fleeting interactions of social media, podcasts offer an intimate, highly personal environment where audiences develop genuine connections with the voices they trust. This setting fosters authenticity, familiarity, and long-term trust, a valuable context for brand messaging that’s hard to come by. In this context, endorsements don’t feel like ads, they feel like personal recommendations from a friend—and that’s why they work.

Just look at the numbers: 52% of podcast listeners ages 21+ say hearing their favorite podcast host talk about a specific alcoholic beverage brand or product would potentially inspire them to try it. If you’re looking to build long-term brand affinity and drive lower-funnel actions and conversions, invest in podcasts and the voices your audience trusts. 

Host-Read Ads Drive Big Gains for Alcohol Advertiser

A SiriusXM Podcast Network campaign successfully drove full-funnel brand lifts for a major alcohol advertiser by leveraging the authenticity and influence of show-level host-read ads across chart-topping comedy, true crime, and news shows. The campaign targeted adults ages 21-54 and used a dual-targeting strategy that included: 

• Genre targeting to reach fans of arts, society & culture, sports, true crime, and TV & film podcasts 

• Transcription targeting to connect with listeners interested in travel, sports/golf, food & drinks, entertainment, and style/fashion content

With compelling creative messaging and authentic host-read endorsements, the campaign successfully boosted awareness of the brand’s broader alcohol portfolio while spotlighting the launch of a new product. The success of this campaign highlights the unique strength of podcast advertising: When delivered by trusted voices, ads don’t just resonate—they inspire meaningful action and deliver tangible results for brands.

Alcohol Brands Can Score Big with Podcasts 

From pre-game rituals to post-game analysis, alcohol is a consistent presence for sports fans, and audio shapes how they stay informed, entertained, and connected to the action. By leveraging the trusted voices of podcast hosts on the SiriusXM Podcast Network—the #1 podcast network for reaching adults ages 18 and up—alcohol brands can pour their messages straight into the ears of leaned-in listeners.  

Bottom line: For alcohol brands ready to play smarter, podcasts don’t just support the strategy—they are the home field advantage. Let’s talk. 

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