Audacy: Audio Drives Deeper Sports Fan Engagement

RADIO ONLINE | Tuesday, April 28, 2026 | 11:31am CT

Audacy Sports

Audacy's new State of Audio: Sports Fandom report finds that audio has become a central platform for engaging today's sports fans, particularly highly engaged "avid" listeners who are more likely to act on brand messaging.

The study shows that as sports consumption fragments across television, streaming and social media, dedicated fans are increasingly concentrating their time with audio -- tuning in for analysis, commentary and local voices between games. This shift positions audio as a consistent touchpoint in the daily sports experience rather than a companion to live events.

According to the report, avid fans -- defined by their high level of emotional investment -- represent the most valuable audience segment. These listeners are more attentive, more loyal and significantly more likely to respond to advertising. In fact, avid fans are 2.5 times more likely to consider brands that support their favorite teams, and 60% say they connect brands with memorable fan experiences.

Audio platforms, including sports radio and podcasts, attract the highest concentration of these superfans. Data in the report shows audio audiences have a higher share of avid fans than other media, with sports radio delivering a 41% higher concentration of avid listeners compared to the general sports audience.

The report also highlights the growing influence of podcasts and creators, noting that sports podcast listening has increased 71% over the past five years. These platforms offer fans deeper access to analysis, personalities and behind-the-scenes content that extends engagement beyond live games.

Local content remains a key driver of engagement. Fans show stronger connections to teams and personalities that reflect their communities, with 79% saying being a fan makes them feel part of a community and 76% identifying sports as a major part of their identity.

From a marketing perspective, the report concludes that audio delivers measurable business impact. Campaigns on Audacy sports platforms generated an average 40% lift in purchase and usage metrics compared to brands advertising elsewhere.

Overall, the findings suggest that as sports fandom evolves into a continuous, multi-platform experience, audio plays a critical role in maintaining engagement and driving results for advertisers by reaching fans during the moments between games.