Global expanding into video and sport
October 22, 2025

Global, the Media & Entertainment group, has unveiled plans to expand into video-first podcast brands and branded entertainment in sport, while launching a new suite of data-led tools to prove advertising effectiveness.
At its first-ever Audio & Entertainment Upfronts, Group CEO Simon Pitts presented the company’s new creative powerhouse for video-first podcast brands, and announced a new focus for Global – bringing creator-led video together with its audio brands, giving advertisers access to integrated, multi-platform campaigns across Global’s radio, digital and outdoor networks.
Pitts said: “Expanding into video in a major way is a natural next step for Global. We all know the lines between audio and video are blurring rapidly, with audiences and brands increasingly expecting integrated experiences. And that’s what you’re going to get from Global. With Global and the Fellas Studios joining forces, we’re building a launchpad for the next generation of media brands – combining creator talent and premium production with the best brands and the power of Global’s unrivalled data engine and marketing machine.”
Following successful collaborations with Team GB, Wimbledon, McLaren and SailGP, the event also marked the launch of Sport by Global, a new sports entertainment division aiming to bring brands, athletes and rights holders closer to fans.
Global Commercial Chief Mike Gordon added: “Creativity and partnerships are our superpower. With the launch of Sport by Global, we’re extending our entertainment expertise into one of the most powerful cultural spaces – the world of top class sport. With a weekly reach of over 52 million people across our platforms, we can amplify huge events for rights holders and help them connect with audiences in new ways. We’re combining entertainment and cultural moments like never before, and in doing so, creating new commercial opportunities for advertising partners.”
Global also announced details of a new narrative podcast series focused on the infected blood scandal hosted by Emily Maitlis. In addition, the media owner introduced Global:IQ – a new data and effectiveness platform designed to help advertisers plan, measure and prove the impact of their campaigns across Global’s platforms. Global:IQ brings together first-party data, advanced analytics, and AI-driven creative optimisation tools, offering real-time performance insights and measurable results.
Pitts continued: “We know we need to combine our brand strength with performance-led, data-driven solutions that improve measurement and prove effectiveness. That’s why we’re so excited to be introducing our new data and effectiveness platform today, Global:IQ – the home to a whole suite of tools to prove the impact of every pound advertisers spend with us.”
Gordon added: “Proving outcomes matters more than ever. Global:IQ brings together data, technology and creativity to give advertisers real confidence in what works – and what could work even better.”
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