Global Launches ‘Sport by Global’ to Expand Video-First Sports Entertainment Offering

Global has announced the launch of Sport by Global, a new sports entertainment division focused on producing video-first podcasts and branded content to connect brands, athletes and rights holders with fans in new ways.

The expansion builds on Global’s recent collaborations with major sporting organisations including Team GB, Wimbledon, McLaren and SailGP, as the company deepens its presence in the sports media landscape.

The new division will leverage Global’s weekly audience reach of over 52 million across audio, digital and outdoor platforms, offering rights holders expanded opportunities to build cultural relevance and commercial momentum around major sporting moments.

Global chief commercial officer, Mike Gordon, said the move positions the company to unlock new storytelling and partnership opportunities.

“With the launch of Sport by Global, we’re extending our entertainment expertise into one of the most powerful cultural spaces – the world of top class sport,”

“We can amplify huge events for rights holders and help them connect with audiences in new ways,” said Gordon. 

The initiative comes alongside Global’s partnership with Fellas Studios, combining creator-led production capabilities with the company’s data-driven distribution network.

Global Group CEO, Simon Pitts, said the development aligns with the shifting media landscape, where the distinction between video and audio content continues to blur.

“Expanding into video in a major way is a natural next step for Global.”

“Audiences and brands increasingly expect integrated experiences. With Fellas Studios joining forces with Global, we’re building a launchpad for the next generation of media brands,” Pitts said. 

Sport by Global is expected to introduce new formats across podcasts, social video, live event content and branded storytelling, positioning Global as a growing player in the rapidly evolving sports entertainment sector.

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