Sydney-based NOVA Entertainment has extended their partnership with News Corp Australia by taking on the development, packaging, and commercialisation of Fox Sports Australia’s podcasts.

The partnership includes integration opportunities via host-read and dynamic advertisement insertion, in a deal that both NOVA and Fox Sports will see as an opportunity to become the leading sport podcast brand in Australia.

Foxtel media sports sales and partnerships director, Martin Medcraf, said to partner with such a powerhouse in the audio entertainment industry can only be a positive.

“This partnership will allow devoted fans to engage with their favourite sorts beyond live or streaming television broadcasts,” Medcraf said.

“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 said.

The podcast genre is growing substantially, especially at Fox Sports, who already have podcast content for AFL, NRL, Super Rugby, football, cricket, and more.

NOVA’s digital commercial director, Kane Reiken, said there are endless opportunities in the deal for both parties.

“We know podcasting works for brands wanting to reach premium audiences in an intimate audio environment and this partnership solidifies our number one position for sport podcast content in Australia, and kicks off an ambitious 2021,” Reiken 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 Fox Sports to allow brands to tap into this engaged community,” he said.

NOVA first signed a deal with News Corp, who own Fox Sports, in August 2019.