And we’re likely to see a lot more of this — and why not? Companies like Wondery are hammering out some of the best audio content in the space today, and Cumulus has a national platform to push that content out to millions of audio listeners. What podcasting needs is more listeners. What radio always needs is great content. Here are the details.
The joint release, called an inaugural announcement, says the two companies have formed an alliance to create new advertising opportunities and grow the number of listeners for the podcast industry, by developing “innovative strategies” together.
This first deal starts with a Wondery podcast called Sports Wars which will air on 40 Cumulus stations this weekend. Sports Wars is the franchise expansion of Wondery’s Business Wars. Sports Wars is based on some of the biggest rivalries in sports history. The first war will air on the Cumulus stations this weekend and feature legendary NFL quarterbacks Brett Farve and Aaron Rodgers.
Westwood One will be syndicating Sports Wars.
You can test drive the show HERE if you’d like to see what it’s all about.
There are six episodes of the the Favre/Rodgers war already available to podcast listeners. The show is hosted by Dan Rubenstein.
Cumulus will be provide promotional support for the show on its radio stations, streams, and online assets and via Westwood One-affiliated stations and Podcast Network shows. CEO Mary Berner said, “Podcasting is a key growth initiative for us, and there is no better partner than the award-winning content creators at Wondery to drive podcast discovery and revenue growth.”
Wondery CEO Hernan Lopez added, “Sports Wars is a great entry point for our partnership as it’s a high-quality, emotionally immersive program we know our passionate sports audience and advertisers will love. Radio offers significant reach and opportunity for podcasts.”