Goalhanger to Bring Advertising Sales Operation In-House from 2027
Goalhanger will bring its advertising sales operation fully in-house starting in January 2027, transitioning away from external representation to manage commercial partnerships directly, sportindustry.co.uk reported. The production company behind titles such as The Rest Is Football reported sales of £38m in 2025 and stated it is on track to surpass one billion full-episode views and streams during 2026.
Goalhanger Brings Sales and Inventory Ownership in-House
The operational shift will give brands and media agencies direct access to Goalhanger’s inventory, talent, and audiences without relying on external third-party agencies to broker deals. Josh Akers, Director of Commercial Operations at Goalhanger, stated that the company has reached a scale where full in-house ownership of sales is the natural next step, noting that the company has spent recent years building out internal capabilities across partnerships, delivery, and creative production to secure greater ownership of revenue.
Growth Metrics Across Digital and Live Portfolios
The in-house transition follows a period of rapid expansion for the company, which topped the 2026 Sunday Times 100 list of Britain’s fastest-growing private companies and led the media and telecoms category in the Financial Times UK’s Fastest-Growing Companies 2027 ranking. Pressgazette.co.uk noted that Goalhanger generated more than 750 million full-episode views and streams in 2025 on its way to the projected one-billion milestone for 2026. Alongside its audio footprint, the company sold 26,000 tickets across 22 shows during its inaugural The Rest Is Fest event at London’s Southbank Centre in September, while also expanding into television, film, and intellectual property development under recently appointed Head of IP Development Tom Miceli.
Sporting Content Drives Growth Through Netflix and Guinness Partnerships
Sporting content remains a core pillar of the network, anchored by The Rest Is Football. During the 2026 FIFA World Cup, the podcast expanded into a daily Netflix programme, remaining in the UK Daily Top 10 throughout its run and reaching number one, with the partnership subsequently extended through the 2027/28 domestic football season. Charlotte Robbins, Head of Partnerships at Goalhanger, highlighted the collaborative working style between commercial teams, production, and show hosts on campaigns such as Guinness’ long-term sponsorship of The Rest Is Football, NBCUniversal’s multi-show promotion for The Odyssey, and ongoing partnerships with brands including Octopus Energy. Goalhanger confirmed that the transition applies exclusively to advertising representation, with its programmes continuing to distribute through major external platforms including Spotify, Apple Podcasts, Amazon Music, and YouTube.
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