Playmaker scores partnership with Acast, unlocking popular sports podcasts for fans and advertisers everywhere

As the 2022-23 NHL season kicks off, Playmaker Capital Inc. — the digital sports media company that delivers authentic content experiences through its portfolio of sports media and technology brands — is entering a new season of its own through a major new partnership with Acast, the world’s largest independent podcast company.

Playmaker has identified its podcast network as key to its content offering and has recently welcomed new members to its team of on-air talent, including Caroline (Salame) Szwed and Dean “Boomer” Molberg. The partnership with Acast will catapult Playmaker’s podcast business and expand the reach of its portfolio of more than 20 shows, which at present include acclaimed series like Daily Faceoff Live, Canucks Conversation, World Soccer Talk, Barn Burner, and many more.

Per the deal, Acast will support ad sales for Playmaker’s podcast network using its novel advertising technology. Acast will also host, distribute, and promote Playmaker’s podcasts widely, making them accessible to audiences across all players, platforms, and geographies.

As the fourth largest digital sports media group across the Americas, Playmaker creates content that reaches hundreds of millions of sports fans every month across a variety of channels. Its growing podcast content holds huge value both in Canada and beyond, where podcasts have massive value for brands looking to rally sports fans. A recent study Acast conducted with Nielsen found that 43% of Canadian podcast listeners trust podcast hosts when they endorse products or services, and also found that 42% of Canadian podcast fans say they develop a more positive opinion towards brands that advertise on the shows they listen to.

“Acast is the ideal partner to increase the reach and monetization of our lineup of shows as we look to facilitate a more meaningful connection between sports fans and the brands we partner with,” said Jake Cassaday, Playmaker COO. “The team at Acast is ready and excited to support our growth, and it’s exciting to formally announce this partnership at a pivotal time as the sports calendar ramps up.”

Playmaker’s podcast network will employ Acast’s industry-leading dynamic ad insertion technology, which means each listener will hear relevant, timely ads inserted into episodes the moment they’re streamed or downloaded. Each podcast will support premium ad products available through the Acast Marketplace and will also be available for purchase programmatically. Additionally, brands will be able to partner with Acast Creative, the company’s in-house creative ad solutions team, to create bespoke branded segments, Sponsored Stories, and other engaging formats.

Brands including Amazon, DAZN, PointsBet, and DoorDash are already advertising across Playmaker’s podcasts using Acast’s technology.

“Our partnership with Playmaker is a huge win for advertisers in Canada and beyond, who are eager to reach a highly-coveted audience of engaged sports fans,” said Heather Gordon, Managing Director, Canada at Acast. “In our work to strengthen the thriving Canadian podcast ecosystem and support creators locally and globally, it’s increasingly important for us to team up with innovative organizations that meet fans where they are. Playmaker is the perfect example of such a company.”

Playmaker joins Acast’s rich portfolio of Canadian publishers and media partners, including the CBC, eOne, Apostrophe Podcast Network, Canadaland, and more. It adds to Acast’s impressive catalog of 66,000 podcasts, which receive more than 400 million listens each month.

Fans can find Playmaker podcasts on all podcast platforms, including Apple Podcasts, Spotify, Samsung Free, Amazon Music, Google Podcasts, Overcast, and anywhere else they listen.