Global has unveiled major expansion plans, launching a new video-first podcast division and a dedicated sports entertainment arm at its first-ever Audio & Entertainment Upfronts in London.
Group CEO Simon Pitts officially launched Global Studios, a new creative division bringing together video-led podcasting, branded entertainment, and multi-platform campaigns across Global’s radio, digital, and outdoor networks.
Simon said expanding into video was a “natural next step” for Global. “The lines between audio and video are blurring rapidly, with audiences and brands increasingly expecting integrated experiences,” he told advertisers.
He confirmed Global and The Fellas Studios will work together to create new creator-led media brands, uniting talent, premium production and Global’s data and marketing reach.
The event also saw the launch of Sport by Global, a new division focusing on branded entertainment and partnerships in sport. Following collaborations with Team GB, Wimbledon, McLaren and SailGP, the new initiative aims to connect athletes, rights holders and advertisers through entertainment and storytelling.
Chief Commercial Officer Mike Gordon said: “With the launch of Sport by Global, we’re extending our entertainment expertise into one of the most powerful cultural spaces — top class sport.
With a weekly reach of over 52 million people, we can amplify huge events and help rights holders connect with audiences in new ways.”
Global also revealed a new data and effectiveness platform, Global:IQ, combining first-party data, analytics and AI-driven tools to give advertisers real-time insights into campaign performance.
Simon Pitts said the platform would “prove the impact of every pound advertisers spend,” while Mike added it would give brands “real confidence in what works — and what could work even better.”
A new narrative podcast series hosted by Emily Maitlis, focused on the infected blood scandal, was also announced as part of Global’s growing podcast slate.
The event was introduced by the Capital Breakfast team Jordan North, Chris Stark, and Sian Welby.
This story first appeared on radiotoday.co.uk