Liam Daly and Andrew Christopher.
Sports marketing agency Rifle has acquired specialist podcasting business SHOUT Collective, adding podcast production and distribution across YouTube, audio and social to its existing sponsorship and ambassador partnership offering.
Commercial details haven’t been released.
The acquisition comes as Australia's video podcast audience grows 40% year-on-year. Rifle's podcasting clients include McDonald's, Kayo, Kings, Swyftx, Airbnb, CBUS and Vodafone.
"Rather than considering podcasts as a single-channel buy, we are building campaigns designed to travel — they're discovered and consumed on YouTube, heard in audio feeds, and amplified through short-form social clips and talent-led content," said Andrew Christopher, managing director of Rifle.
SHOUT founder Liam Daly will lead the podcast rollout for Rifle. His model allows brands to run campaigns across multiple shows simultaneously, including shared segments and talent appearing across each other's programs.
"We know the power of podcasting for brands, and the consistent feedback from clients is that they love podcast integration because it feels real," Daly said.
“It works because it's deep, authentic and high impact, but traditionally it's been high-touch and limited in scale.
"We've built a model that keeps the authenticity and lets brands roll out across multiple shows."
Rifle's podcast network includes Denan Kemp from NRL's Bloke in a Bar, Braith Anasta and Reni Maitua from BTFU 180, Scott Pye and Elliot Barbour from Apex Hunters United, and AFL's Dylan Buckley from Dyl & Friends.
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