Voiceworks Sport and S! The Agency have announced a multi-year joint venture partnership that will see the Manchester-based sports audio experts become the marketing agency’s exclusive global audio partner.
Founded in 2021, S! – a full-service sports marketing agency – has worked with brands and athletes in football, cycling, swimming and tennis in Italy, Denmark, Czech Republic and Brazil, including footballing greats Paulo di Canio and Antonio Conte.
The joint venture partnership will open up Voicework Sport’s access to Series A clubs and players, with S! working with them to develop audio marketing strategy for its clients.
Voiceworks Sport has found that the current focus by sport rights holders, including national governing bodies, teams, competitions and individual athletes, is almost completely on digital, video and text-based articles as go-to media for fan engagement. It believes that audio fits with future fan consumption trends, and is currently a missed opportunity.
Almost 70 million people across France, Germany, Italy, Spain, and the UK will listen to podcasts this year – with 25 percent of internet users in Italy listening to podcasts.
Voiceworks Sport MD Sophie Hind said: “The scale of the audio opportunity for rights holders is enormous. Audio is an effective way for clubs and athletes to connect with fans globally and is proven to offer deeper audience engagement than other mediums.
“We have enjoyed rapid growth as a business since 2020 – an achievement coming off the back of our ambition to become the global leader in sports audio by working with brands and rights holders across the world.”
Edoardo Giacone, CEO at S! The Agency added: “Entering the world of podcasts has always been one of S!’s ambitions: there are indeed considerably big gaps to be exploited in the market and, at the same time, an ever increasing demand from the fans. A combination that paints the perfect scenario for us.”
Manchester’s Voiceworks Sport was founded in 2020. This new collaboration is the latest step in its growth strategy, following its recent announcement of a partnership with the World Freestyle Football Association.