Platform Media acquires majority stake of The Good, The Bad & The Rugby

Platform Media, the next-generation media company, has today announced its majority acquisition of The Good, The Bad & The Rugby, the world’s biggest rugby show.

Launched in 2020 by England legends Mike Tindall and James Haskell alongside veteran presenter Alex Payne, The Good, The Bad & The Rugby spans audio, video and social and is widely recognised as the most vibrant media brand in rugby. The chart-topping podcast is now in its fifth season, with digital and social channels boasting almost one million followers.

The show has been on the road across the UK and Ireland for several theatre tours and launched numerous spinoffs, including a new book, regional titles in South Africa, Australia and New Zealand, a paid subscriber-only show, and a format dedicated to women’s rugby starring England’s all-time record scorer Emily Scarratt, England scrum-half Natasha ‘Mo’ Hunt and renowned broadcaster Elma Smit.

The team at Platform Media have produced and commercialised the show since its inception. The Good, The Bad & The Rugby is trusted by the world’s biggest brands, broadcasters and rights holders, with clients including Continental, Vodafone, British Airways, Allianz, Domino’s, Honda, Prime Video, Red Bull, World Rugby, the RFU and many more.

The acquisition is Platform Media’s first under the banner of global podcast group PodX.

PodX Group purchased a majority stake in Platform Media in May 2024, in an eight-figure deal marking the UK podcast sector’s most significant M&A activity to date. Platform Media will continue to grow the show alongside Mike, James and Alex, as well as exploring areas for the brand including expansion into new sports.

Co-founded in 2021 by Matthew Sherry, Matt Sayward and Rick Ankers, Platform Media creates, distributes and monetises unmissable sports and entertainment podcasts and digital formats. Platform Media’s clients include Amazon Music, Audible, BBC, Domino’s, EFL, NFL, Paramount, Red Bull, Simply Be, Spotify, Vodafone and William Hill.

Alongside The Good, The Bad & The Rugby, Platform Media’s sports slate include Football’s Greatest Eras with Paul Scholes and Nicky Butt, Up Front with Simon Jordan, You’ll Never Beat Kyle Walker and My Mate’s A Footballer with Patrick Bamford and Joe Wilkinson for BBC Sounds, The Fast & The Curious with Greg James and The Chipping Forecast with Eddie Pepperell.

Rick Ankers, Executive Director, Platform Media, said: “I couldn’t be more excited to be bringing these two wonderful businesses closer together. The Good, The Bad & The Rugby is a winning format through and through. Mike, James and Alex are great storytellers and entertainers; they’re opinionated and insightful, and share a real camaraderie and chemistry. The show totally transcends the sport, which is testament to their character and star power. We’re so excited to be working with them to take the show and the format to new heights.”

Mike Tindall, James Haskell and Alex Payne, The Good, The Bad & The Rugby co-hosts said: “We are absolutely thrilled to be strengthening our partnership with Platform Media, having worked with their team since the inception of the show almost five years ago. From day one, they have understood our vision for The Good, The Bad & The Rugby and been instrumental in growing it into the global media brand it is today.

“With the backing of Platform Media and the PodX Group, we’ll reach even greater heights, expand into new territories and continue delivering top-notch rugby content to our dedicated audience around the world.

“With a Lions Tour, Six Nations and Women’s World Cup ahead, 2025 promises to be our biggest year ever — exciting times are ahead.”

Patrick Svensk, CEO, PodX Group, said: “With Platform Media’s support, I am convinced that The Good, The Bad & The Rugby team will take the show to another level, with the next step being the launch of bold, fresh shows in exciting new areas.”