Sport Social grows international footprint with Freakkick

Sport Social Podcast Network (Sport Social) has bolstered its international offering through a new partnership with leading French creative sports consultants and production studio Freakkick. The network will work with Freakkick to support French rights holders and sports institutions that are looking to capitalise on the booming podcast space.

It comes at a time of rapid growth for the French podcasting market. Over 20 million people in France currently listen to podcast content every month, according to the Alliance for Print and Media Data (ACPM). Of these listeners, audience measurement and research organisation Médiamétrie found that 26% were consuming sport-focused content.

French podcasts are also reaching new audiences globally, with more than 168 million French podcasts listened to or downloaded globally in June, according to Médiamétrie. Working with Freakkick, Sport Social will support independent podcast creators and rights holders, allowing them to join a growing podcast network, create engaging podcasts, diversify their audiences, and monetise their shows in a market dominated by radio stations and traditional media publications.

The partnership comes as Sport Social continues to grow at pace, having already established itself as Europe’s largest sports-dedicated podcast network. The network recently expanded into Germany, where it has signed its first three German language podcasts: Spotfight Wrestling Podcast, Sidelines, and Gästekurve. It also works with a growing number of major rights holders - including Manchester City, Tottenham Hotspurs, World Athletics and Paralympics GB – to help them utilise podcasting as a content engine capable of generating assets across all media platforms and engaging new audiences.   

Freakkick works closely with numerous French athletes, such as Marie-Florence Candassamy, Johanna Wonyou, Léna Kandissounon, helping to grow their media presence and profile through engaging content. In recent years, it has established itself as a leading creative consultancy agency for brands including Waze, Paris 2024’s official hospitality provider On Location, and eco-friendly sports equipment supplier NOLT.    

Ruth Fitzsimons, Head of International at Sport Social Podcast Network, celebrated the partnership: “The French podcast market is really exciting at the moment – we’re seeing incredible levels of growth and plenty of opportunity for creators and rights holders alike. Sports podcasting in particular is growing rapidly, and these are shows with a clear, dedicated fanbase of passionate listeners. That’s a powerful audience for brands and rights holders to tap into and engage with, and they are doing so more and more. Together with Freakkick, we’ll be able to delve into this market and expand our reach, supporting another fast-growing international sports podcasting space.” 

Maxime Hatton, Founder of Freakkick, said: “The podcast market has been growing steadily in recent years with sports-related content amongst the most popular topics. This is a trend that won’t slow down anytime soon, especially with 2024 set to be an exceptional year for French sport.  

Firmin Sylla, Sports Marketing Director at Freakkick, added: “In the context of the Paris Olympics and Paralympics, now is the perfect time for creators and rights holders to develop their sports show. We are especially happy to partner with Sport Social - a team of true professionals – to amplify the voices of sport in France and help them connect with new audiences.”