What Soccer Clubs Can Learn From Ant & Dec’s First Podcast Push

Why clubs and fan groups still get value from a well-timed podcast — even if you’re late to the party

Finding a single, reliable place for live scores, fan reaction and in-depth tactical commentary is still a pain point for supporters. If your club or supporters' group is debating whether to start a podcast in 2026, take a minute to learn from a deceptively simple play: Ant & Dec launching their first show late in the podcast boom. Their approach offers a practical blueprint on timing, format, cross-promotion and monetization that fan-first creators can copy to drive real audience growth.

Top-line takeaway

Being late to a format is not a weakness if you have an existing audience, a clear content edge and a multi-platform distribution plan. Ant & Dec’s new show, Hanging Out, rolled out under their Belta Box brand across YouTube, TikTok, Instagram and Facebook. They asked fans what they wanted, chose a low-friction format, then leaned into cross-platform publishing — a model that translates directly to club podcasts in 2026.

The Ant & Dec playbook: what they did and why it matters

What happened (quick)

In early 2026 Ant & Dec announced Hanging Out as part of a broader digital channel called Belta Box. Rather than aim for a niche topic, they polled their audience, found fans wanted casual conversation, and built a format around authenticity: short-form clips, listener Q&A and repurposed TV highlights. The essential moves were:

• Leverage an existing audience and brand credibility.
• Pick a low-friction, repeatable format (casual conversations).
• Design cross-platform content: full episodes for audio, clips for social.
• Use input from the audience to inform content (they asked fans what they wanted).

'we just want you guys to hang out' — Declan Donnelly, summing up audience demand for authenticity

Why this resonates for clubs and fan groups

Clubs are not media startups. You already hold trust, rituals and weekly appointment viewing. That gives you two big advantages over brand-new podcasters: a built-in audience and ready-made content cycles (matchdays, transfer windows, press conferences). Ant & Dec’s model shows how to convert those advantages into a scalable audio strategy.

Lesson 1 — Timing: launching late can be smart

There’s a myth that first-mover advantage wins in audio. In reality, five things matter more in 2026:

• Audience fit — do your fans want this audio? Ask them.
• Content edge — what unique access, opinion or storytelling do you offer?
• Distribution readiness — can you repurpose for socials and matchday streams?
• Monetization path — do you have partners, sponsors or a membership funnel lined up?
• Production capacity — can you deliver consistent episodes without burning out?

If you answer yes to most of the list, launching now — even if you're 'late' — is a strategic move. Ant & Dec didn’t need to invent the format; they optimized for repetition, authenticity and multi-platform reach.

Lesson 2 — Format: make it repeatable and fan-centric

A club podcast should be designed around a few repeatable pillars. Ant & Dec’s success with simple, conversational formats proves that depth is not always required — consistency is.

Suggested format pillars for club podcasts

• Matchday Brief — 10–20 minute preview the day before kickoff.
• Post-Match Wrap — 20–40 minute analysis with fans, a player soundbite and key stats.
• Transfer Window Roundup — weekly during windows; clear takes and rumor verification.
• Fan Forum — monthly episode where supporters submit questions and stories.
• Mini-Series — tactical deep-dive or season retrospectives with experts.

Structure each episode with a predictable arc: headline, three talking points, short interview and closing call-to-action. Predictability drives habitual listening.

Lesson 3 — Cross-promotion: turn one recording into a content farm

Ant & Dec’s Belta Box strategy shows the modern rule: audio is the hub; short-form video is the engine. A single 40-minute recording should produce:

• Full episode audio on podcast platforms.
• Chapters and timestamps for easier discovery.
• 3–6 short social clips (30–90 seconds) for TikTok, Instagram Reels and YouTube Shorts.
• A highlights reel for the club’s website and matchday app.
• Quote graphics and audiograms for X and Facebook.

Repurposing increases reach and helps with discovery algorithms on social. Use platform-native features: Stories for behind-the-scenes, Reels for hooky clips and YouTube for long-form versions with timestamps.

Lesson 4 — Monetization: start community-first, scale with data

Clubs have multiple revenue levers beyond programmatic ads. Ant & Dec’s launch is a reminder: monetize after you build trust. Here’s a staged roadmap that fits most clubs and fan groups.

Stage 1 — Community monetization (0–6 months)

• Free episodes, with optional donations via club app or fan treasurer.
• Exclusive members-only bonus episodes behind the club’s membership wall.
• Early affiliate partnerships (ticket bundles, official merch promos).

Stage 2 — Direct sponsorships & partnerships (6–18 months)

• Local or club-aligned sponsors (travel partners, kit suppliers, local pubs).
• Branded segments (e.g., "The Official Travel Sponsor Update").
• Merch drops tied to special episodes.

Stage 3 — Programmatic & advanced formats (18+ months)

• Programmatic ad insertion and dynamic ad swapping for evergreen episodes.
• Network deals with larger sports audio platforms for revenue share.
• Premium tiers, paywalled long-form interviews and live Q&A sessions.

In 2026, dynamic ad insertion and AI tools for automated chaptering make it easier to monetize back catalogues without re-recording. But remember: sponsorships convert better if linked to clear KPIs (ticket sales, membership sign-ups, merch conversion), not just downloads.

Lesson 5 — Measurement: track the right KPIs

Downloads are noisy. In 2026, focus on engagement signals that predict commercial outcomes.

• Completion rate — how many listeners finish an episode?
• Return listener rate — are people subscribing and sticking around?
• Call-to-action conversions — promo codes, UTM-tagged links, membership clicks.
• Social clip views and shares — signal reach and discovery.
• Community interaction — comments, voice notes, matchday polls.

Set baseline targets for each KPI before you pitch sponsors. Ant & Dec’s polling-first approach gives them a short path to engagement; clubs should do the same by asking fans what they want and measuring the response.

Lesson 6 — Community-first growth tactics

Don’t treat podcasts like ads. Treat them like community infrastructure. Practical tactics used by successful club podcasts in 2026 include:

• Matchday live streams with fan call-ins and real-time polls.
• Fan reporter segments recorded at local pubs and supporters' events.
• Player-submitted voice notes for human moments that clip well on socials.
• Exclusive giveaways for listeners who share episodes or sign up to newsletters.

Listeners who feel represented will convert to members and buyers. Ant & Dec built their format from a simple audience ask. Do the same: run a poll in your fan channels before episode one.

Production & accessibility: the technical checklist

By 2026, production tech is cheap and smart. Here’s a minimal viable stack that gets you on air fast and sounding decent:

• Remote recording tool with local backup (many services now provide lossless recording).
• Basic audio interface and condenser mic for hosts; Lavalier mics for field recordings.
• Editing software with AI-assisted noise reduction and chapter generation.
• Transcripts for every episode (SEO and accessibility must-haves).
• Auto-publishing to major podcast directories and a YouTube version for search and discovery.

Accessibility wins loyalty. Provide transcripts, timestamps and translations where possible — tools for machine translation and synthetic voice-overs became mainstream in late 2025, making multilingual clips cheaper to produce.

Practical playbook: a 12-step launch checklist

1. Survey your fanbase about format and timing.
2. Define your content pillars and 6-episode pilot season.
3. Map distributions: podcast platforms + 4 social clip types.
4. Choose one measurement framework and KPI goals.
5. Secure at least one community partner or sponsor.
6. Record three episodes before public launch to create a buffer.
7. Produce social clips and episode assets in advance.
8. Publish with transcripts, chapters and clear CTAs.
9. Promote across matchday assets, newsletters and club channels.
10. Host a live launch event or clubhouse Q&A to capture first fans.
11. Collect feedback and iterate on format after three episodes.
12. Turn top episodes into evergreen content for long-term discovery.

Sample episode template (matchday post-match)

Length: 25–35 minutes

• 0:00–1:30 — Hook: key result and emotional framing.
• 1:30–6:00 — Tactical snapshot: three plays that decided the match.
• 6:00–12:00 — Fan soundbites and local vantage points.
• 12:00–18:00 — Interview (coach, player or analyst clip).
• 18:00–22:00 — Transfer/transparency segment (rumour check).
• 22:00–25:00 — Community corner: questions from fans, CTAs.

Advanced strategies for 2026 and beyond

Look beyond raw audio: interactive and emergent content formats are the next battleground.

• Interactive voice Q&A — allow listeners to leave short voice questions that you play and answer in show.
• Real-time match audio rooms — club-hosted live audio during kickoffs for paying members.
• AI-driven personalization — episode-level ad personalization and recommended clips for different fan segments.
• Bundled experiences — combine podcasts with matchday ticket offers, exclusive post-match Zooms, or player AMAs.

Common pitfalls and how to avoid them

• Pitfall: Overproducing the pilot. Fix: Ship early with a consistent, repeatable format.
• Pitfall: Treating audio as one-off content. Fix: Treat episodes as content factories — clips, quotes, banners.
• Pitfall: Monetizing too fast. Fix: Build trust, prove KPIs, then sell sponsors a predictable funnel.
• Pitfall: Ignoring measurement. Fix: Use baseline KPIs and report them monthly to stakeholders.

Final verdict — what clubs can learn from Ant & Dec

Ant & Dec’s first podcast launch is not a failure to have arrived earlier — it’s a lesson in strategic entry. They used brand credibility, audience polling and a multi-platform plan to turn a late arrival into a high-reach project. For clubs and fan groups in 2026, the same principles apply: be audience-first, design a repeatable format, repurpose diligently and monetize through community-backed channels before scaling to programmatic ads.

Actionable next steps (do this in the next 30 days)

• Run a two-question poll across your fan channels: 'Would you listen to a club podcast?' and 'What topics matter most?'
• Plan three pilot episodes using the sample template above and record them in advance.
• Create a repurposing plan: list five 30–60 second clip hooks from each episode.
• Line up one community partner or sponsor with a low-cost pilot promotion.
• Publish the first episode with transcripts and three social clips; measure completion and CTA conversion.

Closing thought

In 2026, audio is not a race to be first — it’s a race to be consistent, authentic and smart about distribution. Ant & Dec taught us that by asking the audience what they want and then giving it to them in the formats they already consume. Do that, and your club podcast won’t be late — it will be exactly what your fans wanted all along.

Call to action: Ready to start? Download our free 6-episode launch checklist and social repurposing template on the club media toolkit page — then share your pilot episode link in our fan creators group for feedback.

Related Reading

• Best Small Form-Factor Machines for Self-Hosting in 2026: Mac mini M4 vs NUC vs Raspberry Pi — Deals & Picks
• Winter Comforts That Double as Beauty Tools: Hot-Water Bottles, Microwavable Wraps & Steamers
• Prediction Markets and Derivatives: Can AI-Powered NFL Picks Be Traded Like Financial Signals?
• Smart Home Setup for the Ultimate Dinner Party: Scheduling Lights, Music and Cleaning
• Age Verification Compliance Playbook for EU Small Businesses Using TikTok and Other Platforms