In a significant move that is set to reshape the rugby media landscape, Platform Media has acquired a majority stake in The Good, The Bad & The Rugby, a dynamic and rapidly growing rugby show that has captured the hearts of fans worldwide. This acquisition not only underscores Platform Media’s commitment to expanding its influence in the sports media sector but also signifies the burgeoning popularity of rugby in the digital content space.
The Good, The Bad & The Rugby: A Brief Overview
Launched in 2020 by celebrated England rugby players Mike Tindall and James Haskell, alongside veteran presenter Alex Payne, The Good, The Bad & The Rugby has quickly established itself as the largest rugby show in the world. The program spans multiple formats including audio, video, and social media, earning a reputation as the most vibrant and engaging media brand within the rugby community.
- Chart-topping Podcast: The show is currently in its fifth season, boasting a dedicated fanbase that has propelled it to the top of the podcast charts.
- Social Media Influence: With nearly one million followers across its digital platforms, the show has created a robust online presence, enhancing its appeal and reach.
Expanding Horizons: Beyond Traditional Formats
The Good, The Bad & The Rugby has not only dominated podcasting but has also ventured into live events, having toured theatres across the UK and Ireland. Its innovative approach has led to the development of various spinoffs, which include:
- A new book that captures the essence of rugby culture.
- Regional adaptations in key markets such as South Africa, Australia, and New Zealand.
- A subscription-only show catering to its most dedicated fans.
- A special format dedicated to women’s rugby, featuring prominent players like Emily Scarratt, Natasha ‘Mo’ Hunt, and renowned broadcaster Elma Smit.
A Strategic Move for Platform Media
This acquisition marks a pivotal moment for Platform Media, which has been instrumental in producing and commercializing The Good, The Bad & The Rugby since its inception. The company has successfully partnered with leading brands such as Continental, Vodafone, British Airways, Allianz, Domino’s, Honda, Prime Video, and World Rugby, enhancing the show’s visibility and reach.
- First Major Acquisition Under PodX Group: The acquisition represents Platform Media’s inaugural move under the umbrella of the PodX Group, which secured a majority stake in the company earlier this year. This eight-figure deal marks a significant milestone in the UK podcasting sector and highlights the ongoing consolidation within the industry.
Platform Media’s Vision for Growth
Moving forward, Platform Media plans to build upon the strong foundation laid by The Good, The Bad & The Rugby. The company is committed to not only growing the show’s existing audience but also exploring new avenues and potential expansions into different sports.
Rick Ankers: A Visionary Leader
Rick Ankers, Executive Director of Platform Media, expressed his enthusiasm about the acquisition, stating, “I couldn’t be more excited to be bringing these two wonderful businesses closer together. The Good, The Bad & The Rugby is a winning format through and through. Mike, James, and Alex are great storytellers and entertainers; they’re opinionated and insightful, and share a real camaraderie and chemistry. The show totally transcends the sport, which is testament to their character and star power. We’re so excited to be working with them to take the show and the format to new heights.”
Co-Hosts’ Enthusiasm for the Future
The trio behind The Good, The Bad & The Rugby, Mike Tindall, James Haskell, and Alex Payne, expressed their excitement about strengthening their partnership with Platform Media. They acknowledged the instrumental role that Platform Media has played in realizing their vision since the show’s inception.
They remarked, “From day one, they have understood our vision for The Good, The Bad & The Rugby and been instrumental in growing it into the global media brand it is today. With the backing of Platform Media and the PodX Group, we’ll reach even greater heights, expand into new territories and continue delivering top-notch rugby content to our dedicated audience around the world.”
Upcoming Opportunities in Rugby
Looking ahead, the hosts are optimistic about the upcoming year, especially with major events such as the Lions Tour, Six Nations, and the Women’s World Cup on the horizon. They noted, “2025 promises to be our biggest year ever — exciting times are ahead.”
PodX Group’s Broader Ambitions
Patrick Svensk, CEO of PodX Group, also shared his excitement about the acquisition. He believes that with Platform Media’s support, the team behind The Good, The Bad & The Rugby will elevate the show to new levels of success. Svensk stated, “With Platform Media’s support, I am convinced that The Good, The Bad & The Rugby team will take the show to another level, with the next step being the launch of bold, fresh shows in exciting new areas.”
Conclusion: A Bright Future for Rugby Media
The acquisition of The Good, The Bad & The Rugby by Platform Media represents a significant development in the sports media landscape, particularly within rugby. As the show continues to grow and adapt, it will undoubtedly play a crucial role in bringing the sport to new audiences, both in the UK and internationally. The strategic collaboration between the talented hosts and the visionary team at Platform Media promises an exciting future, marked by innovative content and engaging storytelling that resonates with rugby fans around the world.
