NOVA Entertainment extends partnership with News Corp, taking on sales for Fox Sports podcasts

NOVA Entertainment has added to its strategic relationship with News Corp Australia, as it takes on the development, packaging and commercialisation of Fox Sports Australia’s podcasting audience.

The companies said the partnership will see the NOVA Entertainment Podcast Network and Fox Sports become one of Australia’s leading destinations for sport podcast content, with scalable audio advertising solutions allowing brands to target NRL, AFL, NBA, Supercars and cricket audiences.

It will include integration opportunities via host-read and dynamic ad insertion.

Kane Reiken, NOVA Entertainment’s digital commercial director, said the partnership will provide compelling brand integration opportunities.

“We know podcasting works for brands wanting to reach premium audiences in an intimate audio environment and this partnership solidifies our #1 position for sport podcast content in Australia, and kicks off an ambitious 2021,” he said.

“We are proud to be working with Fox Sports, the undisputed home of sport in Australia. With audiences increasingly looking to extend the post-match commentary and conversation within the podcasting environment, we are excited to partner with FSA to allow brands to tap into this engaged community,” he added.

Martin Medcraf, Foxtel Media’s sports sales and partnerships director, said NOVA Entertainment is a powerhouse in the audio entertainment industry, adding that the company is “delighted to be collaborating with them to reach their wide listener network, provide dynamic sports content, and help brands engage even more deeply with Australia’s passionate sports audiences”.

“This partnership will allow devoted fans to engage with their favourite sorts beyond live or streaming television broadcasts,” he explained. “These podcasts will be readily available at any time so that fans can choose when and how they listen – a factor that has become increasingly important to today’s audiences,” he explained.

NOVA Entertainment’s existing relationship with News Corp Australia, which owns Fox Sports, includes a partnership with Sky News, which was formed in August 2019.