Rob Roberts-Facey, head of Crowd Sports, explains how audio content and podcasts are transforming the way audiences engage with major sporting events such as the Olympics, highlighting their growing role as a key tool for deeper, more nuanced sports coverage.
There is something undeniably magical about major sporting events. The Olympics, for example, are not just about medals and records. They are a celebration of the human spirit and a rare opportunity to unite people and nations in shared moments of triumph, perseverance and, occasionally, heartbreak.
Audio content, including podcasts, is changing the way audiences engage with these global events, providing new dimensions of sports coverage that traditional media simply can't match. At the heart of this shift is the level of depth and immediacy that podcasts offer, making them an essential 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, whether that be a post-race interview or a quick comment from an athlete who's just crossed the finish line.
But these moments, while exciting, are fleeting. Time is limited and the questions are often only broad outlines, capturing surface-level emotions and lacking the depth of the more personal experiences that fans want to hear about. “How does it feel to win a gold medal?” “Yeah, it's great.” The interview is over. On to the next event.
Podcasts break that mold. They offer longer, more nuanced conversations — a chance for athletes and commentators to dig deeper into the emotions, strategies and stories that define these landmark moments.
This expanded format allows for exploration of thoughts and feelings that a quick TV interview would never get. In fact, a podcast can have an impact beyond itself and drive the news agenda for the following week. A well-timed, thoughtful comment during a podcast can dominate the headlines and dictate what traditional media talks about for days.
Authenticity and honesty are the hallmarks of podcasts. A great podcast is about having a conversation, not just imparting information. The conversation feels real and unfiltered. This authenticity resonates deeply with listeners, making podcasts the first port of call for an intimate experience that's increasingly becoming an essential part of the daily life of the modern sports fan.
Unparalleled intimacy is the Midas touch
Take for example one of Crowd Network's sports shows, “Watts Occurring” with Geraint Thomas. 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, and the casual setting, with Geraint speaking directly to his friend and co-host Luke Rowe, creates an honesty and intimacy that's hard to match in traditional sports reporting.
The friendship at the heart of this show is what makes it so special – it feels like you're reuniting with an old friend, one of whom is a top athlete, who shares stories and insights that would never be told in a traditional interview.
This level of casualness and intimacy is why podcasts have become such an essential part of sports fans' lives — they offer a unique opportunity to hear stories and perspectives that are completely different from what they hear 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, articles, and even live events. The power of podcasts is that they open the door to other forms of content beyond just audio, giving fans a rich, multiplatform experience.
The challenges and future of sports podcasts
The rise of sports podcasts isn't without its challenges. The market is crowded, with countless shows vying for attention. The key to standing out is finding the right talent and a format that resonates with listeners. It's not enough to just talk about sports, your content needs to be authentic, differentiated, and above all, engaging.
Despite these challenges, the future of sports podcasts looks bright. Over the next 5-10 years, we expect to see a continued increase in video content to accompany audio podcasts. And like audio, video content needs to be treated with the same level of care and consideration, and audiences need to be given the flexibility to consume content in the way that works best for them.
Major sporting events like the Olympics will continue to play a key role in identifying the next generation of talent both on the field and behind the microphone. These events provide fans with insights and stories they can't find anywhere else, providing a unique opportunity for podcasts to shine.
Ultimately, the evolution of podcasts has allowed athletes to communicate directly with their fans, and they will continue to grow and evolve to provide even deeper and more engaging experiences for fans around the world.
This is just the beginning
Audio and podcasts are not only changing how we engage with major sporting events like the Olympics, they are enhancing that engagement and providing richer, more intimate stories that bring us closer to the action than ever before. Whether you're an avid fan or a casual listener, podcasts are changing the way you experience the magic of sports through conversation.
