Last updated on August 14, 2024 – 11:37am
Sport Social has expanded its international offering through a new partnership with leading French creative sports consultancy and production studio Freakkick.
The partnership will help French rights holders and sports organisations looking to capitalise on the burgeoning podcast industry.
According to the Print Media Data Coalition, more than 20 million people in France listen to podcast content every month, and 26% of these listeners listen to sports-focused content, according to audience measurement and research institute Médiamétrie.
French podcasts are finding new audiences around the world, with more than 168 million listens or downloads in June, according to Mediametrie.
Freakkick works closely with many French athletes, including Marie-Florence Kandasamy, Joanna Wonyo and Lena Candisonon, helping to increase their media presence and visibility through compelling content.
In recent years, the company has established itself as a leading creative consultancy working with brands such as Waze, On Location, the official hospitality provider of Paris 2024, and NOLT, the eco-friendly sports equipment supplier.
Ruth Fitzsimmons, international head of the Sports Social Podcast Network, said: “The podcast market in France is currently incredibly vibrant, with incredible growth and lots of opportunities for both creators and rights holders.”
“Sports podcasts in particular are growing rapidly and these shows have a clear fanbase of passionate listeners. This is a powerful audience for brands and rights holders, and they are doing so more and more.”
“Working with Freakkick will enable us to enter this market, expand our reach and further support the burgeoning international sports podcast sector.”
Maxime Hatton, founder of Freakkick, commented: “The podcast market has grown steadily in recent years, with sports-related content being one of the most popular topics. This trend isn't slowing down anytime soon, and 2024 in particular is expected to be a special year for French sport.”
Firmin Sylla, sports marketing director at Freakkick, added: “In the context of the Paris Olympic and Paralympic Games, now is the perfect time for creators and rights holders to develop sports programming.
“We are thrilled to partner with Sport Social, a team of true professionals, to amplify the voice of French sport and help it connect with new audiences.”
