Wave Sports & Entertainment: Trailblazing Women’s Sports Podcasts

Wave Sports & Entertainment, a rising star in the podcasting realm, is carving out a niche that goes beyond its blockbuster shows like Jason and Travis Kelce’s “New Heights.” This digital content company has identified an emerging opportunity within women’s sports, capturing the interest of fans and advertisers alike.

A New Horizon in Podcasting

Building on their success with shows such as “New Heights,” which was recently acquired by Wondery for $100 million yet remains produced by Wave, the company has focused its efforts on tapping into the growing enthusiasm for women’s sports. This strategic pivot reflects broader trends, as female audiences have consistently engaged with Wave’s content, even in male-led shows.

“What does this slate look like in [terms of] success as we continue to scale?” questioned Tunde St. Matthew-Daniel, Wave’s Executive Vice President of Original Content. Observations from current programming indicated a substantial female audience, prompting Wave to expand their offerings in this area.

Launching Female-Centric Shows

Starting in late 2022, Wave introduced three new podcasts aimed at women’s sports fans: “Not Gonna Lie” with Kylie Kelce, “Straight to Cam” hosted by WNBA star Cameron Brink, and “House of Maher” featuring Olympic rugby player Ilona Maher and her sisters. These shows attracted significant advertiser interest even prior to their release, with each securing seven-figure brand deals, as noted by Ryan Jann, head of strategy and revenue at Wave.

Kylie Kelce: A Natural Fit

The decision to bring Kylie Kelce on board was informed by her impressive performance as a guest on “New Heights.” St. Matthew-Daniel described this move as a “no-brainer” for the team. Following its launch, “Not Gonna Lie” achieved the number one rank in podcast charts, even surpassing Joe Rogan’s show. It has since maintained an impressive weekly average of over 26 million views across social media platforms.

Notable partnerships have included high-stakes campaigns with brands like Dunkin’ and Hasbro, with the latter leveraging Kelce’s own pregnancy to create buzzworthy promotional content alongside the announcement of a new character in their lineup.

Brink’s Fresh Perspective in “Straight to Cam”

Following the success of “Not Gonna Lie,” Wave introduced “Straight to Cam,” hosted by Cameron Brink and Sydel Curry-Lee. Like Kelce, Brink had previously contributed to Wave as a podcast guest, prompting conversations about developing her own show. Recognizing the growing interest in women’s basketball bolstered by past collaborations with the WNBA, Wave sought to create a platform where Brink could share insights from both her sports career and personal experiences.

In its debut week, “Straight to Cam” garnered approximately 10 million views, attracting sponsors including Anthropologie and AI search engine Perplexity. Brink’s engaging storytelling ensures that her content resonates well beyond the basketball court, effectively reaching diverse audiences.

The Dynamic Sisters of “House of Maher”

The latest addition to this lineup, “House of Maher,” showcases Olympic rugby star Ilona Maher alongside her sisters. St. Matthew-Daniel expressed that Maher’s strong social media presence—boasting millions of followers—demonstrated not only her athletic prowess but also her ability to connect with a wide range of listeners. The podcast’s blend of sports and personal anecdotes has turned it into a relatable and lively experience.

Within weeks of its launch, “House of Maher” amassed over 11 million views, securing a partnership with Samsung valued at $1.6 million.

Future Directions

As Wave Sports & Entertainment continues to evolve, the shift toward female-centric programming marks a deliberate strategy to tap into a burgeoning market. St. Matthew-Daniel emphasized that the company is committed to enhancing engagement within women’s sports and plans to diversify their content offerings further, including areas outside sports like pop culture and comedy.

“It’s got to be shows that we believe in, that are going to have a community and an audience that love them, as well as the business upside,” he stated, highlighting a commitment to not just profitability but also genuine audience engagement.