Target Sports Fans and Score with SiriusXM and Podcasts

Over six in 10 people in the US call themselves sports fans. And sports fans are listening to audio to get up to speed on what’s happening on and off the field, whether they’re seeking connection to their team or exclusive content. Listeners are tuning in across a variety of audio media, from podcasts to SiriusXM radio. 

If you think your audience doesn’t include sports fanatics, guess again. Just think of the Jake Paul vs Mike Tyson fight becoming the most-streamed sporting event in history, peaking at 65M concurrent streams. Or how last summer, the Paris Olympics saw an 82% increase in viewership, across NBCU’s platforms, compared to the Tokyo Games. 

No matter your preconceived notion of a typical sports fan, it’s time to rethink the who, what, and how of sports fandom—and how to reach them. Thanks to digital audio, sports consumption has evolved in every way.

Covering the Field, Court, and Track, One Podcast Collection at a Time

While sports talk and live coverage have long been in the domain of AM/FM radio, that’s no longer the case. Sports fans are diversifying, with younger generations and more diverse groups tuning in—plus interest in women’s sports is growing. This audience evolution can partly explain why sports listeners are increasingly shifting to digital audio, turning to SiriusXM radio and podcasts. Three out of four SiriusXM sports listeners say that SiriusXM is the first place they turn for live games and sports talk, while 95% of SiriusXM sports listeners don’t listen to sports on AM/FM at all.

In addition to satellite radio’s popularity, podcasts are on the rise in the sports scene. One in two sports fans are podcast listeners, and sports podcast listening has seen a +53% growth year-over-year. And you can target sports podcast audiences with us. We’re home to the SiriusXM sports podcast curated collections, which host 500+ sports podcasts—from The Fantasy Footballers to Casuals with Katie Nolan—averaging a total of 23M monthly downloads. We give advertisers access to sport-, league-, and team-level audiences, enabling turnkey buying solutions—so you can find the perfect alignment and maximum reach.

Fans of All Ages. Educated Males. Binge Listeners. 

The stereotypical sports fan has changed. Audiences have evolved, their focus has expanded across leagues, and the engagement is through the roof. Because of the proliferation of on-demand sports media, sports audio is not just for the die-hards. It’s for everyone. While there are 41M people who identify as die-hard fans, there are also 58M who identify as enthusiastic sports fans, and 87M who identify as casual spectators. With sports podcasts, brands get the loyalty of the biggest fans and the curiosity of more casual fans. 

And when you partner with the SiriusXM Podcast Network, you’re accessing sports fans who are heavily engaged and college-educated. Take a look at the profile of our sports podcast audience:

• 88% are binge listeners 

• 73% male 

• 66% listen to podcasts more than they were a year ago

• 55% have a bachelor's degree or higher 

• 43% have kids in their household 

Sports Podcasts Accompany Listeners Daily

From juggling kids to jobs, busy sports fans still engage more than the average listener—spending over six hours daily with audio. And sports podcasts follow listeners throughout the day. Most listeners tune in when exercising (71%), followed by working (69%), and commuting (68%).

And sports fans are listening to much more than the real-time coverage. They’re turning to podcasts for a range of reasons, which ultimately extends beyond seasons. For instance, being an NBA fan doesn’t stop after the championship game—and sports audio is here year-round to fill the void. 

Fans are listening for:

• 74% of sports podcast listeners tune in for timely news commentary

• 71% listen for athlete interviews

• 71% tune in for game recaps

• 68% listen for expert coverage and analysis

Sports Action Drives Consumer Action

Sports fans aren’t passive listeners—they’re locked-in, engaged, and ready to take action. When it comes to ads, 92% of sports podcast listeners are open to hearing any type. And when sports fans on our podcast network are compared to our average podcast audience, they’re also much more likely to take action after hearing an ad:

• 79% visited a website

• 71% used a promo code

• 65% purchased a product

Drive Incremental Reach by Adding SiriusXM to Podcast Campaigns

The best part about targeting sports fans is that reaching them on SiriusXM or podcasts isn’t an either/or situation. Combining SiriusXM with your podcast campaign can drive major results, and here’s a glimpse of what you can achieve:

• +80% incremental reach by adding SiriusXM to a podcast campaign 

• 36% total reach of podcasts and SiriusXM 

• +16pts by adding SiriusXM 

As the official broadcast partner of six major sports leagues (NFL, NBA, MLB, NHL, PGA, and NASCAR), SiriusXM extends your marketing reach across the platform and complements sports podcast collections. And with us as your partner, our podcast network has essentially no overlap with Pandora, SoundCloud, and SiriusXM radio—so you can tap into pure incremental reach. 

Targeting Sports Fans with Audio Drives Full-funnel Results

To see the payoff of targeting sports fans, take a look at this success story. An auto marketplace advertiser partnered with the SiriusXM Podcast Network to drive awareness and affinity among podcast listeners 18 and up. Using a mix of content and audience targeting, the campaign reached a leaned-in audience of sports podcast fans. 

The results were worthy of a Heisman Trophy:

• +18pts lift in affinity/favorability

• +17pts lift in aided awareness

• +16pts lift in consideration intent

Ready for MVP Status?

Thanks to our legacy of strong sports coverage, we reach casual spectators, enthusiastic sports fans, die-hard fans, and everyone in between. And combining podcasts with SiriusXM can boost your incremental reach even further. With major moments like the World Cup 2026 on the horizon, our networks are locked in, and so are our listeners. 

Ready to play ball and connect your brand with passionate sports fandoms? Let’s talk. 

Learn More Sports Advertising Opportunities