Global Unveils Video-First Podcast Brand, Sport Division & Global:IQ | Audio & Entertainment Upfronts 2025
The lines between audio, video, and digital storytelling are disappearing — and Global, the media powerhouse behind Capital, Heart, LBC, and Smooth, has officially redefined its vision for the future. At its first-ever Audio & Entertainment Upfronts, held in London, Global announced a sweeping transformation that positions it as a multi-platform entertainment leader, unveiling:
A new video-first podcast brand
A dedicated sports entertainment division
An AI-powered data and measurement suite, Global:IQ
These moves represent Global’s biggest strategic shift since its inception, integrating creators, advertisers, and data technology into a single connected ecosystem.
1. Introducing Global Studios: A New Era for Video-First Podcasts
The Rise of Visual Storytelling in the Audio Space
Podcasts are no longer just for listening — they’re being watched. Recognizing this shift, Global launched Global Studios, a new creative hub dedicated to building video-first podcast brands.
The initiative will merge creator-led video content with Global’s powerhouse audio and outdoor platforms, giving advertisers the ability to design multi-platform campaigns that span across:
Radio (Heart, Capital, LBC)
Digital audio platforms (Global Player)
Outdoor and digital out-of-home advertising (Global Outdoor)
Video streaming and social platforms (YouTube, TikTok, Instagram)
Global’s Group CEO, Simon Pitts, explained during the presentation:
“Expanding into video in a major way is a natural next step for Global. The lines between audio and video are blurring rapidly, and audiences expect integrated experiences. That’s exactly what we’re building.”
Fellas Studios Partnership: Merging Talent and Technology
In a move that underscores the strategy, Global Studios is partnering with The Fellas Studios, the fast-growing creator collective behind hit YouTube and podcast brands.
Pitts continued:
“With Global and Fellas Studios joining forces, we’re creating a launchpad for the next generation of media brands — combining creator talent, premium production, and the power of Global’s data engine and marketing machine.”
This collaboration places Global at the heart of creator-led video entertainment, signaling a long-term investment in influencer-driven, audience-first media formats.
2. Sport by Global: Entering the World’s Most Powerful Cultural Arena
The Launch of a Sports Entertainment Powerhouse
Global is also entering the sports entertainment space with the launch of Sport by Global — a new division designed to connect brands, athletes, rights holders, and fans through storytelling and live experiences.
The new division builds upon Global’s established partnerships with major sporting organizations, including:
Team GB
Wimbledon
McLaren
SailGP
Connecting Sport, Culture, and Entertainment
Mike Gordon, Global’s Chief Commercial Officer, described the expansion as a “natural extension” of Global’s creative and entertainment DNA.
“Creativity and partnerships are our superpower,” Gordon said. “With Sport by Global, we’re extending our entertainment expertise into one of the most powerful cultural spaces — world-class sport.”
With a weekly reach of over 52 million people across its radio, digital, and outdoor platforms, Global now holds the ability to amplify major sporting events and help brands reach fans in new, engaging ways.
The Future of Branded Sports Content
Sport by Global will focus on integrated content marketing, combining storytelling, athlete partnerships, and data-driven media strategies to enhance brand engagement.
Expect:
Behind-the-scenes athlete content
Interactive fan experiences
Cross-platform sponsorship opportunities
Immersive video-first campaigns
This division cements Global’s ambition to become a top-tier player in global sports entertainment media.
3. Global:IQ – Data-Driven Advertising Reimagined
Harnessing AI, Analytics, and First-Party Data
Advertising is changing — and Global is evolving with it. At the event, Simon Pitts introduced Global:IQ, a cutting-edge data and effectiveness platform designed to give advertisers deeper insight into how campaigns perform across Global’s network.
By combining first-party audience data, advanced analytics, and AI-powered optimization tools, Global:IQ offers brands the ability to:
Measure cross-platform performance in real-time
Understand audience behavior across audio, video, and outdoor touchpoints
Optimize campaigns dynamically for maximum ROI
Prove marketing effectiveness with transparent, measurable results
Pitts emphasized the shift toward accountability:
“We know we need to combine brand strength with performance-led, data-driven solutions that improve measurement and prove effectiveness. Global:IQ is where creativity meets precision.”
A New Era of Measurement
Mike Gordon added that advertiser trust and outcome-based results are now the core of Global’s value proposition:
“Proving outcomes matters more than ever. Global:IQ brings together data, technology, and creativity to give advertisers real confidence in what works — and what can work even better.”
This AI-powered platform will sit at the center of Global’s commercial ecosystem, helping brands connect emotional storytelling with quantifiable impact.
4. Expanding Original Content: Emily Maitlis and Investigative Storytelling
New Narrative Podcast on the Infected Blood Scandal
Global also used the Upfronts to unveil a new narrative podcast series hosted by award-winning journalist Emily Maitlis. The series will investigate the UK’s infected blood scandal, one of the most controversial and tragic episodes in modern British medical history.
This addition strengthens Global’s original podcast slate, emphasizing high-quality journalism, long-form storytelling, and public-interest reporting — a key differentiator in the competitive podcasting market.
5. Advertiser Partnerships and Branded Entertainment
A Proven Legacy of Collaboration
Throughout the event, Global showcased its long-term relationships with major advertisers, including Barclays, Coca-Cola, Disney, and Samsung, highlighting how creativity and reach combine to deliver premium results.
Tom Corbett, Group Head of Sponsorship & Client Experience at Barclays, described Global as an indispensable partner:
“We’ve been partners of Global for many years. It’s a hugely valuable relationship for us as an advertiser. We are the title sponsor of Capital’s Jingle Bell Ball and Summertime Ball — but what makes this partnership special is how it connects live music, live events, and the power of Global’s network.”
Branded Entertainment Meets Data Science
Global’s hybrid model of entertainment-driven advertising continues to evolve, blending brand storytelling with measurable impact. From live concert sponsorships to custom video podcasts, Global is redefining how advertisers connect with audiences through emotionally resonant, data-backed storytelling.
6. Why Global’s 2025 Vision Matters
The Bigger Picture: From Audio Network to Entertainment Ecosystem
Global’s transformation is not just about technology — it’s about cultural evolution. The company’s 2025 strategy reflects a broader media industry trend:
From single-platform broadcasting → to cross-platform ecosystems
From passive audiences → to engaged, measurable communities
From traditional sponsorship → to immersive brand storytelling
With Global Studios, Sport by Global, and Global:IQ, the company positions itself at the intersection of creativity, commerce, and connectivity.
7. Industry Impact: What This Means for Advertisers and Creators
For Advertisers
Global’s expansion means brands now have access to:
Integrated video and audio campaigns
Real-time audience insights via Global:IQ
Multi-platform reach across 52 million weekly listeners and viewers
Creative opportunities within sports, music, and live entertainment
This combination of reach, relevance, and results is a powerful proposition in an increasingly fragmented media landscape.
For Creators and Talent
Creators, podcasters, and influencers will benefit from:
Access to professional production and studio support
Cross-platform audience growth through Global’s ecosystem
Brand partnerships and monetization opportunities
Integration with Global’s outdoor, radio, and digital assets
As more creators seek to professionalize their content, Global Studios offers an infrastructure that blends creative independence with corporate scale.
8. The Future of Entertainment: Audio, Video, and AI Converge
In 2025, the entertainment industry stands at a turning point. The convergence of AI-driven analytics, creator-led media, and multi-format storytelling defines the new era — and Global has positioned itself as one of the key pioneers of this shift.
Its strategy embodies the media future where:
Audio inspires emotion.
Video drives engagement.
Data delivers results.
As Simon Pitts concluded during his keynote:
“The future belongs to those who can blend creativity with intelligence. That’s what Global’s next chapter is all about.”
Conclusion: Global’s Evolution Redefines the Media Landscape
From radio powerhouse to video-first entertainment ecosystem, Global’s 2025 expansion cements its role as one of the most dynamic and forward-thinking media companies in Europe.
By uniting video podcasting, sports storytelling, and AI measurement, Global has set a new industry standard — one where creativity, technology, and accountability coexist to shape the next decade of audience engagement.
