Ant & Dec's Podcast Playbook: What Clubs Can Learn About Fan Engagement

Hook: Cut through the noise — why clubs must stop shouting and start listening

Fans today are overwhelmed: too many platforms, competing livestreams, and generic club content that feels like PR copy. Football clubs and player brands need authentic, reusable audio that builds lasting relationships — not just clicks. That’s where the lessons from Ant & Dec and recent subscription wins from producers like Goalhanger become invaluable. Their late-but-savvy podcast launches show how to turn reputation into sustainable fan engagement, community features and revenue.

Why audio — and community — matter in 2026

Audio consumption grew from convenience to habit over the last decade. By late 2025 and into 2026 we saw two clear shifts that matter for clubs and players: first, the subscription-first model proved it can scale (Goalhanger passed 250,000 paying subscribers, generating roughly £15m a year). Second, short-form audio clips and cross-platform repurposing accelerated discovery on TikTok, YouTube Shorts and Instagram Reels. For sports brands this creates a powerful combo: deep, long-form loyalty via podcasts + broad discovery via short clips.

What this fixes for clubs

• Creates a targeted channel to discuss tactical analysis, transfer rumours and match-day stories without sponsor-driven noise.
• Builds community features (polls, forums, UGC) that turn passive followers into active contributors.
• Sets up multiple monetisation levers — subscriptions, premium content, live shows and merchandise bundles.

Case study snapshot: Ant & Dec’s Hanging Out — why “late” still wins

Ant & Dec launched their first podcast, Hanging Out, as part of a new digital channel under Belta Box. Critics called it late to the party — but the duo leaned into their strengths: trust, personality, and direct audience polling. Declan Donnelly said they asked their audience what they wanted the podcast to be, and the answer was simple: “we just want you guys to hang out.” That listener-first decision is precisely the strategy clubs should copy.

“We asked our audience if we did a podcast what would they like it to be about, and they said 'we just want you guys to hang out.'” — Declan Donnelly

Key learnings from their approach:

1. Brand trust trumps first-mover advantage: an established personality can launch late and still cut through if the content is authentic.
2. Ask your audience before you build: small surveys and polls shape format, cadence and monetisation appetite.
3. Repurpose everywhere: long-form + short-form strategy increases reach and drives listeners back to owned platforms.

Formats that work for clubs and player brands in 2026

Choose formats that align with your audience’s routines and emotional needs. Below are formats that consistently drive engagement, retention and monetisation.

1. Matchday Essentials (short + long)

• Pre-match 10–15 minute tactical primer — distribution 2–4 hours before kickoff.
• Extended post-match episode (30–60 minutes) with player interviews and tactical breakdowns for subscribers.

2. Player Diaries

Short, intimate episodes where players narrate travel days, training rituals and family moments. These are high in perceived authenticity and work well as locked content for members.

3. Fan Roundtables & Call-Ins

Live or recorded fan panels that include user-submitted audio clips, short polls to shape the conversation, and a follow-up highlights reel for social.

4. Tactical Deep Dives & Youth Academy Stories

Long-form episodes that explore strategy, formation evolution, and academy pipelines. These create evergreen content that clubs can monetise through sponsorship and subscriptions.

5. Nostalgia & Club History

Special series that curate archival audio and interviews. Ideal for anniversary campaigns and merchandise drops.

Designing a podcast strategy: practical, actionable playbook

Use this step-by-step checklist to move from idea to a sustainable show that builds community and revenue.

Step 1 — Define your primary goal

• Awareness: grow audience and ticket sales.
• Engagement: build forums, polls, and retain fans in club-owned channels.
• Revenue: subscriptions, premium episodes, and merch.

Step 2 — Ask the audience (do this before you record)

Run a short poll across social and email lists asking: preferred episode length, topics, willingness to pay, and desired community features. Ant & Dec’s decision to simply “hang out” came from this kind of lightweight validation — do the same and avoid wasted production costs.

Step 3 — Choose format and cadence

• High-frequency short format (2–3x weekly, 10–15 minutes) for match attention cycles.
• Weekly long-form (30–60 minutes) to build depth and premium value.

Step 4 — Build a cross-platform repurposing plan

1. Publish full episode to major platforms (Spotify, Apple, Deezer) with a clean RSS feed.
2. Create 6–8 short clips (30–60s) for social, optimized for vertical video.
3. Transcribe episodes for SEO and share sections as blog posts or newsletters.

Step 5 — Layer community features from day one

Don’t treat community as an afterthought. Integrate the following:

• Polls: Use in-episode calls-to-action directing fans to vote on tactics, Man of the Match, or episode topics. Embed polls in the club app, Instagram Stories, and the podcast show notes.
• Forums & Discord: Host moderated channels for members where bonus episodes, AMAs and early ticket access live.
• User-generated content: Invite fans to submit audio clips (celebrations, fan anthems, stories) and reward the best submissions with shoutouts or prizes.

Monetisation paths — multiple lanes, layered offers

Goalhanger’s success proves audiences will pay for tailored benefits. Clubs should adopt a portfolio approach to monetisation rather than relying on a single tactic.

1. Membership & subscription tiers

Create 2–3 tiers: free (ad-supported clips), standard (ad-free episodes, early access) and premium (bonus content, private Discord, early live-show tickets). Use private RSS feeds or platform-native subscriptions to deliver gated content. Benchmark conversions: in entertainment networks, 1–3% conversion from active listeners to paid members is realistic early on — aim to improve that with exclusive perks.

2. Sponsorship & dynamic ad insertion

Sell match-scope sponsorships (e.g., matchday episodes) and network-wide ad slots. Use dynamic ad insertion to serve different ads to free listeners vs. subscribers.

3. Live shows & meetups

Turn high-engagement episodes into live recordings on match weekends. Offer bundled ticket+meet packages to premium members — this drives both revenue and deeper loyalty.

4. Merchandise & ticket bundles

Offer limited-run merch tied to popular episodes, player diaries or historic anniversaries. Bundle season tickets or VIP experiences with premium membership tiers.

5. Affiliate & ticketing partnerships

Monetise recommendations — official ticket resale partners, travel packages and hospitality — via affiliate deals. Make sure to clearly disclose partnerships for trust.

Community features in practice: polls, forums and UGC that scale

Community features are the glue between episodes. Here’s how clubs and player brands can implement them practically and measurably.

Polls — fast feedback, high participation

• Use in-episode CTAs: “Vote now in the club app — who was MOTM?”
• Embed poll results in the next episode to close the loop and reward participation.
• Use poll data to shape future content and sponsorship opportunities (e.g., sponsor a poll series).

Forums & Discord — deeper, controlled spaces

Run a tiered community: open forum for match chatter, private Discord channels for subscribers and gated rooms for players to drop in. Moderation is essential: appoint community managers and clear guidelines to prevent toxicity. Use these channels for early access to tickets, AMAs, and live audio drops.

User-generated content — authentic, cheap and viral

• Solicit voice notes from fans describing their matchday rituals and compile weekly “Fan Tape” segments.
• Run hashtag challenges for short audio clips; pick winners for live shoutouts or tickets.
• Incentivise high-quality contributions with monthly rewards and feature them in highlight reels.

Metrics that matter — how to measure success in 2026

Prioritise metrics that link audio to business outcomes and community vitality.

• Downloads & unique listeners: baseline reach per episode.
• Listen-through rate (LTR): percent of episode consumed — a key quality metric.
• Subscriber conversion rate: paid members divided by active listeners.
• Churn rate: monthly attrition in your paid tiers; aim to reduce this via exclusive experiences.
• Community engagement: poll participation, forum posts per user, Discord DAUs.
• Revenue per listener: combined ad income, subscriptions and affiliate revenue divided by total listeners.

Tech stack & ops checklist

Keep the stack lean but professional. Below is a pragmatic toolkit to get started.

Production & hosting

• Recording: Rode/Zoom mics + remote recording tools (e.g., SquadCast, Riverside).
• Editing: Adobe Audition or Descript for fast edits and transcript export.
• Hosting: professional podcast host that supports private RSS, analytics and dynamic ad insertion.

Community & membership

• Membership software: Memberful, Patreon or native subscriptions via Spotify/Apple (weigh platform fees and control).
• Forums & chat: Discord for real-time, Circle or Mighty Networks for structured communities.
• Polls & UGC: integrated club app or Typeform + automated collection into episode workflow.

Measurement

Combine host analytics, platform data (Spotify/Apple) and CRM reports to create a single dashboard for listener funnel metrics and community KPIs.

Common pitfalls and how to avoid them

1. Launching without a distribution plan: don’t publish and pray. Have short-form clips and email workflows ready.
2. Community without moderation: unmanaged forums become toxic fast. Hire community leads.
3. Over-monetising too early: test a small paid tier first and expand benefits based on feedback.
4. Poor cross-platform creative: chopping a long episode into clips is not enough — craft social-native edits for discovery.

Ant & Dec + Goalhanger: two lessons clubs can bank

From Ant & Dec we learn: even established brands can enter audio late if they put the audience first, keep it authentic and use their broader channels to amplify. From Goalhanger’s subscription success we see the economics: fans will pay when membership delivers clear benefits (ad-free listening, early access, exclusive chats and tickets).

Apply both lessons in practice:

• Run a pre-launch audience poll to define your format (Ant & Dec-style validation).
• Design membership tiers with tangible perks (Goalhanger-style benefits such as early live-ticket access and members-only chatrooms).

Quick launch playbook — 10 action steps (first 90 days)

1. Survey your fans about format and willingness to pay.
2. Produce 3 pilot episodes: one match preview, one post-match, one player diary.
3. Set up hosting with private-RSS capability for paid tiers.
4. Create a Discord + private members channel; invite early testers.
5. Edit 6 short clips per episode for social distribution.
6. Run an initial sponsorship pilot for matchday episodes.
7. Launch with a poll-driven episode to maximise early engagement.
8. Track KPIs and iterate on format after 6 episodes.
9. Plan a live show for matchday 12 weeks after launch as a revenue driver.
10. Survey members quarterly to refine tier benefits.

Final takeaways — the bold move clubs can make in 2026

Audio is no longer optional. Clubs that invest in an audience-first podcast strategy, integrate robust community features (polls, forums, UGC) and design layered monetisation will outcompete others in fan loyalty and revenue. Ant & Dec’s belated podcast launch and Goalhanger’s subscription model illustrate a clear template: trust+authenticity + smart productisation = sustainable growth.

Call to action

Ready to turn your club’s story into a thriving audio community? Start with one poll: ask your fans what they want to hear this week. If you want a tailored launch checklist, production plan or a monetisation model built for your club, contact our content studio — we’ll map the first 90 days and a subscription play that fits your fanbase and budget.

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