Podcast analytics provider Podstock has announced partnerships with four sports media brands, adding Goalhanger, Playmaker, On3 Media, and Sinclair’s AMP Sports to its analytics platform. The deals expand the company’s sports media network ahead of the 2026 Milano Cortina Winter Olympics and FIFA World Cup.

The multi-platform analytics provider now works with sports publishers including Locked On, Wave Sports & Entertainment, Blue Wire, and Fanatics. Podstock provides performance data tracking across podcast platforms, YouTube, and social video.

“Before Podstock, it was difficult to find a platform that understands how a modern, multi-platform sports media business operates,” said Drew Rauso, Senior Director of Content at Playmaker, part of Better Collective, in a press release. “Podstock helps us better analyze performance across formats and works in a way that aligns with how we distribute and monetize content today.”

Sports content consumption has shifted across multiple platforms. Edison Research data shows podcasts’ share of sports audio listening nearly doubled since 2018. Deloitte research indicates 71% of professional team and athlete fans engage in online communities, while 57% interact with creators within fandoms.

“Sports media is increasingly always-on, with fans following teams, leagues, and personalities year-round,” said Michael Paretzky, co-founder and CEO of Podstock. “At the same time, it’s punctuated by sharp spikes in fan and advertiser demand around moments like the Super Bowl, March Madness, and global events such as the Olympics and World Cup.”

Alongside the Milano Cortina Winter Olympics and the FIFA World Cup, the 2026 calendar includes annual events such as the Super Bowl and March Madness.

Partners Bring Cross-Platform Operations

Goalhanger secured investment from The Chernin Group in January 2026 to support U.S. expansion. The London-based podcast producer generated more than 750 million full-episode views and streams in 2025 and operates 14 shows, including “The Rest Is History” and “The Rest Is Football.” The company has a partnership with Netflix to bring “The Rest Is Football” to the platform for the 2026 FIFA World Cup.

Playmaker HQ produces programming with athletes, including Shaquille O’Neal, Angel Reese, Jalen Brunson, Josh Hart, and Shannon Sharpe through Shay Shay Media.

Podstock’s platform unifies data across distribution channels and supports campaign planning and ad management for sports content publishers.