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🎙️ Kelce Brothers Score $100 Million Podcast Deal with Wondery: A New Playbook for Sports Media

The NFL stars strike a blockbuster deal as podcasting continues to attract big-money moves and global attention.

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Listener.com
September 06, 2024

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This week, the podcasting world saw a major power move as NFL stars Jason and Travis Kelce signed a $100 million deal with Amazon’s Wondery for their "New Heights" podcast. This blockbuster agreement signals the growing value of sports personalities in the podcasting space, setting the stage for even bigger deals ahead.

In other industry news, YouTube officially surpassed Apple Podcasts as the most popular platform for podcast listening in the U.S., marking a seismic shift in how audiences engage with content. Additionally, Haliey Welch is set to debut her "Talk Tuah" podcast with Jake Paul’s Betr Media, while Alex Cooper extends her sold-out “Unwell Tour” to the West Coast, and Sinclair Broadcast Group expands its podcasting division with new sports shows.

As always, we’re here to keep you informed on the latest industry developments and cultural moments that matter.

With gratitude,
Casey Adams
Founder, Listener.com

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Kelce Brothers Sign $100 Million Deal with Amazon's Wondery for ‘New Heights’ Podcast

In 2022, NFL stars Jason and Travis Kelce launched their podcast “New Heights,” offering fans a behind-the-scenes look into the world of professional football. What started as a fun project between brothers has now become one of the most valuable sports podcasts. This week, they signed a deal with Amazon’s Wondery worth over $100 million, securing exclusive rights for ad sales, distribution, and more. Wondery will also oversee the podcast’s global reach, including video episodes and merchandise rights, expanding their control over a growing cultural phenomenon.

Apple Loses Its Podcasting Lead to YouTube and Spotify

Once the dominant platform in podcasting, Apple Podcasts is losing ground. According to a recent study, YouTube and Spotify have overtaken Apple as the top platforms for podcast listening in the U.S. YouTube, traditionally known for video, now attracts 31% of podcast listeners, while Spotify follows closely at 21%. Apple’s share has dwindled to 12%, marking a major shift in how audiences are consuming podcasts today. This trend highlights the growing importance of video formats and diversified distribution for podcasters.

Hawk Tuah Girl Haliey Welch Launches 'Talk Tuah' Podcast with Jake Paul’s Betr Media

Internet sensation Haliey Welch, better known as Hawk Tuah Girl, is set to launch her own podcast, "Talk Tuah," with Jake Paul’s Betr Media on September 10. The show will feature a mix of comedy, interviews, and Welch’s signature Southern charm. Guests like comedian Whitney Cummings, influencer Josh Richards, and Jake Paul himself are already lined up for the first episodes, making "Talk Tuah" one of the most anticipated new shows in podcasting. This marks a significant step for Welch, who is transitioning from social media to long-form content.

Alex Cooper Extends Sold-Out “Unwell Tour” with West Coast Dates

After the huge success of her East Coast run, Alex Cooper, creator of the Call Her Daddy podcast, is bringing her “Unwell Tour” to the West Coast. The sold-out live event series kicks off on September 25 in Denver, with stops in cities like Austin, Phoenix, and Los Angeles. Fans can expect interviews with surprise guests, musical performances, and Cooper’s signature unfiltered conversations. The tour underscores the shift from podcasts being solely audio experiences to full-blown live performances that engage audiences in person.

Sinclair Expands Podcast Division with Sports Shows Featuring Urban Meyer, Mark Ingram, and More

Sinclair Broadcast Group is making waves in the podcast world with the launch of two new sports shows, “The Triple Option” hosted by Urban Meyer, Mark Ingram II, and Rob Stone, and “Throwbacks” with Matt Leinart and Jerry Ferrara. These shows, set to debut this month, offer listeners an inside look at college football, leadership, and sports culture. Sinclair’s podcasting expansion highlights their commitment to growing their digital content portfolio, focusing on bringing top athletes and sports personalities into the podcasting fold.

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