How podcasts are transforming sport coverage

There’s something undeniably magical about major sporting events. The Olympics, for example, isn’t just about medals and records - it’s a celebration of human spirit, a rare opportunity to unite people and countries in a shared moment of triumph, perseverance, and sometimes, heartbreak.

Audio content, including podcasts, are changing the way audiences engage with these global events, offering a new dimension to sports coverage that traditional media simply can’t match. At the heart of this shift is the ability of podcasts to provide a level of depth and immediacy that has become a vital tool for deeper, more nuanced sports storytelling.

The unique power of podcasts in sports

When we think about the Olympics or any major sporting event, there’s often a rush to capture the moment - the post-race interview, or the quick soundbite from an athlete who’s just crossed the finish line.

But these moments, while thrilling, are fleeting. They’re time-restricted, the questions often paint in broad brushstrokes, capturing only the surface-level emotions, and are lacking the depth of the more personal experiences that fans are eager to hear about. “How does it feel winning gold?” “Yeah, good.” End of interview. On to the next event.

Podcasts break this mold. They offer a longer, more nuanced conversation. A chance for athletes and commentators alike to dive deep into the emotions, strategies, and stories that define these monumental occasions.

It’s this extended format that allows for the exploration of thoughts and feelings that you’re never going to get from a quick-fire TV interview. In fact, podcasts can have an impact that extends beyond itself - one that drives the news agenda for the week ahead. A well-timed, thoughtful comment made during a podcast can dominate headlines, dictating what traditional media will talk about for days.

Authenticity and honesty are the hallmarks of a podcast. Good podcasts aren’t just about delivering information, they’re about having a conversation. One that feels real and unfiltered. This authenticity is something that resonates deeply with listeners, making podcasts the first point of call for an intimate experience and an increasingly essential part of the modern sports fan’s routine.

Unmatched intimacy is the Midas touch

Take, for example, one of Crowd Network’s own sports shows, like Geraint Thomas’ “Watts Occurring”. Over the summer, Geraint recorded episodes during the Tour de France, often while lying on a massage table after a grueling day of racing.

This is content you simply can’t get anywhere else. The informal setting, and the fact that Geraint is speaking directly to his friend and co-host Luke Rowe, creates an atmosphere of honesty and intimacy that is unmatched by traditional sports coverage.

The friendship at the heart of the show is what makes it special. It’s like catching up with old friends, with one of them being a top-tier athlete sharing stories and insights that would never make it to a traditional interview.

This level of informality and intimacy is why podcasts have become such a crucial part of sports fans’ lives. They offer a unique opportunity to hear stories and perspectives that are completely different from what you get on TV or in print.

But podcasts shouldn’t exist in a vacuum. The best shows are part of a broader content machine, feeding into social media, YouTube channels, written articles, and even live events. The power of a podcast lies not just in the audio but in how it opens doors to other forms of content, creating a rich, multi-platform experience for fans.

The challenges and future of sports podcasting

The rise of sports podcasts hasn’t come without its challenges. The market is crowded, with countless shows vying for attention. The key to standing out is identifying the right talent and finding formats that resonate with listeners. It’s not enough to just talk about sports, the content needs to be authentic, differentiated, and, most importantly, engaging.

Despite these challenges, the future of sports podcasting looks bright. Over the next five to ten years, we can expect to see continued growth in video content accompanying audio podcasts. And just as with audio, video content must be treated with the same level of care and consideration, giving audiences the flexibility to consume content in the way that best suits them.

Major sporting events like the Olympics will continue to play a crucial role in identifying the next wave of talent, both on the field and behind the mic. These events provide a unique opportunity for podcasts to shine, offering insights and stories that fans won’t find anywhere else.

Ultimately, the evolution of podcasts has given sports personalities a direct line of communication with their fans. As podcasts continue to grow and evolve, they will continue to offer deeper, more engaging experience for fans around the world.

This is just the beginning

Audio and podcasting are not just changing the way we engage with major sporting events like the Olympics, they’re enhancing it, offering richer, more intimate stories that bring us closer to the action than ever before. Whether you’re a hardcore fan or a casual listener, podcasts are transforming how we experience the magic of sport, one conversation at a time.

Rob Roberts-Facey is head of Crowd Sports at Crowd Network