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Why Every Hockey Team Needs Its Own Podcast: Lessons from Ant & Dec’s New Show

UUnknown

2026-02-17

8 min read

Use Ant & Dec’s late-but-bold podcast move to learn why hockey clubs must launch official shows now — strategy, timing, and fan-growth tactics.

Start the conversation before you need it: why hockey clubs still struggle to reach fans

Fans complain they can’t find consistent, trustworthy coverage of their local club. Marketing teams are stretched. Sponsors want measurable returns. Community clubs want to grow attendance and youth sign-ups. If that sounds familiar, here’s the blunt truth: waiting for the “perfect” moment to launch a media channel is costing you fans, revenue, and long-term loyalty.

The bold late-move that proves timing ≠ opportunity: Ant & Dec’s podcast leap

In January 2026 the legendary TV duo Ant & Dec launched Hanging Out with Ant & Dec as part of their new Belta Box digital channel. Reporters called it a late entry to podcasting — and that’s exactly the point teams should learn from. As Declan Donnelly told the press, fans simply asked for “us to hang out,” and they delivered. The duo didn’t try to re-invent audio; they used their brand, audience input, and multi-platform distribution to create a low-friction destination for fans.

“We asked our audience if we did a podcast what would they like it to be about, and they said ‘we just want you guys to hang out.’” — Declan Donnelly

Why every hockey team — pro, junior, and community — needs its own podcast in 2026

Control the narrative: Own post-game reaction, injury context, and roster news instead of leaking through fragmented social posts.
Deepen fan relationships: Long-form audio builds trust and intimacy that short social clips can’t match.
Create a content funnel: Episodes feed short clips, newsletter hooks, and sponsor-ready segments.
Monetize locally: Local sponsors, ticket promos, and membership tiers work especially well for community teams.
Recruit and retain players: Junior and youth clubs can use podcasts to spotlight development pathways and coaching philosophies.

Key lesson from Ant & Dec: launch with audience intent, not perfection

Ant & Dec didn’t wait for a high-tech studio. They asked their audience what they wanted and built a format around it. Clubs can do the same by testing a short pilot: a 20–30 minute weekly episode answering fan questions, recapping the week, and featuring a guest player or coach. Your goal is to start building habit and trust — not to produce a multi-hour documentary series out of the gate.

Actionable first-step checklist

Survey fans: Use email, social, and in-arena QR codes to ask what they'd listen to.
Record a pilot within 2 weeks: Keep it simple — two hosts (a club voice and a fan), one guest, 20–30 minutes.
Distribute everywhere: Apple Podcasts, Spotify, and YouTube (repurpose as video/audio). Cross-post clips to TikTok and Instagram.
Measure early: Track downloads, listens, email signups, and promo code redemptions tied to the episode.

What formats work for hockey clubs — pick one and scale

Different clubs have different resources and objectives. Below are formats that fit real-world club needs in 2026.

1. Post-game recap & analysis (24–48 hour cadence)

Quick reaction episodes published within 24–48 hours capture search interest and social chatter. Keep these short (10–20 minutes) and coach them to drive ticket and merch calls to action.

2. Weekly magazine show (long-form)

Deep dives, player interviews, community stories and sponsor segments. Great for building a reliable weekly habit.

3. Youth development & coaching series

Spotlight junior talents, coaching tips, and pathway interviews to attract families and strengthen academy pipelines.

4. Community & alumni voices

Interviews with long-time season-ticket holders, local business partners, and club legends that reinforce cultural identity and legacy.

Production basics: sound like a pro without breaking the bank

You don’t need a million-dollar studio. You do need clarity and consistency. In 2026 AI tools can handle much of the heavy lifting — but the fundamentals still matter.

Equipment starter kit

Microphone: Dynamic mic like the Shure SM7B (preferred) or Rode Procaster for live-room resilience.
Interface/Recorder: Focusrite Scarlett 2i2 or a portable Zoom recorder for remote interviews.
Headphones: Closed-back for monitoring (Audio-Technica ATH-M50x or similar).
Hosting: Spotify for Podcasters, Acast or Libsyn for analytics and distribution.
Editing: Adobe Audition, Reaper, or free Audacity — combine with AI tools for cleanup and time stamps. See compact kits and capture workflows in the Field-Tested Toolkit.

Workflow & AI tools (2026 update)

By late 2025 and into 2026, AI-assisted editing, automatic timestamps, and highlight clipping became mainstream. Use automated tools to:

Generate episode transcriptions for SEO and accessibility.
Create 15–60 second highlight clips automatically for social platforms.
Produce show notes and draft sponsor read copy to speed up publishing.

Warning: don’t rely solely on AI voices or cloning for player statements without explicit consent — legal and trust risks remain high.

Distribution & cross-promotion: the platform playbook

Ant & Dec’s Belta Box approach shows the power of multi-platform distribution. For clubs, that means using a hub-and-spoke model: host episodes on major podcast platforms (hub), then distribute short-form clips and CTAs (spokes) to social channels where fans live.

Essential distribution steps

Publish full episodes on: Apple Podcasts, Spotify, Google Podcasts, and your club website.
Repurpose: Short clips (15–60s) for TikTok, Instagram Reels, YouTube Shorts and X.
Video-first uploads: Publish a simple video version on YouTube for discovery and ad revenue.
Newsletter integration: Include episode highlights and a direct CTA in your weekly email — don’t rely on weak subject lines; test them as in When AI Rewrites Your Subject Lines.
In-arena promotion: Play intro/outro clips on game days and use QR codes to subscribe.

Podcasts unlock multiple revenue lines, especially for clubs with local brand appeal.

Practical monetization approaches

Local sponsors: Sell 30–60 second sponsor reads built into episodes tied to promo codes and landing pages. See measuring sponsor performance.
Merch and ticket promos: Use exclusive coupon codes announced on-air to measure conversions — local event playbooks like Small-City Night Markets show how event promos move attendance.
Paid memberships: Offer premium episodes, behind-the-scenes audio, or early access via micro-subscriptions and membership tiers.
Cross-sells: Bundle podcasts with season-ticket packages (e.g., members-only Q&A with players).

KPIs every club should track

Track metrics that tie back to business goals — fans, revenue, retention.

Downloads and unique listeners per episode
Listener retention and average listen time
Conversion rates from episode CTAs (ticket sales, merch, signups)
Newsletter signups and CRM engagement driven by podcast content
Sponsor performance via promo codes and landing pages

What to avoid — learn from common mistakes

Launching a podcast is easy; building one that grows an audience is not. Avoid these traps:

Inconsistency: Irregular publishing kills habit. Commit to a cadence you can sustain.
Poor audio quality: Fans will forgive blunt opinions; they won’t tolerate muddy sound.
Over-commercialization: Don’t let sponsors drown out the fan-first voice of the show.
No amplification: Publishing and praying won’t work. Amplify on match days, social and newsletters.
Ignoring analytics: Data shows what fans want — adapt the format based on listener behavior.

Case playbook: a 12-week launch plan (practical and tested)

Below is a lean, step-by-step plan to go from idea to measurable growth in 12 weeks.

Weeks 1–2: Audience validation & pilot

Run a fan survey and collect topics.
Record and publish a pilot episode (20–30 min).
Push pilot to email list and social channels; collect feedback.

Weeks 3–6: Establish cadence & build assets

Decide cadence (weekly recommended) and episode structure.
Create templates for show notes, sponsor reads, and social captions.
Start repurposing clips and posting to short-form platforms.

Weeks 7–10: Grow listeners & partnerships

Secure 1–2 local sponsors; test short reads and promo codes.
Cross-promote with other clubs or local media partners.
Run targeted social ads (season tickets, merch offers tied to episodes).

Weeks 11–12: Optimize and formalize

Review KPIs and listener feedback, refine format.
Create a 6-month content calendar aligned with fixtures and community events.
Formalize roles: host, producer, social lead — keep it sustainable.

Advanced strategies for 2026: personalization, live audio and micro-communities

By 2026 smart clubs will layer advanced tactics on top of the basics:

Personalized audio recommendations: Use CRM data and listening behavior to recommend episodes — e.g., youth-focused content to academy parents. See creator tooling and personalization trends in 2026 predictions.
Live audio events: Host Q&A sessions and live reaction shows that feed into ticket sales and VIP hospitality — plan these with micro-event recruitment playbooks like Micro‑Event Recruitment.
Micro-communities: Create subscriber-only channels (Discord, Telegram) where fans can discuss episodes and meet players — reward moments and recognition ideas live in the Micro-Recognition Playbook.
AI highlights: Automatically generate best-of reels for end-of-season packages and sponsor activations.

Legal, ethical and accessibility checklist

Protect your club and respect listeners. Before publishing, ensure:

Player consent forms for interviews and monetized segments.
Clear sponsor disclosures and ad transparency.
Transcripts published for accessibility and SEO.
Data protection for fan submissions and prize draws.

Final verdict: why waiting is now the real risk

Ant & Dec’s move shows it’s never too late to start — but that doesn’t mean you should wait. In 2026 platform convergence, AI-driven production, and short-form distribution make it easier and cheaper to launch a high-impact show than ever before. What matters is speed, consistency, and a fan-first mentality.

Quick wins you can implement this month

Publish a one-off Q&A episode after your next home game.
Clip and post 3 promotional 30-second highlights to social channels within 48 hours.
Include a QR code in the arena and newsletter linking directly to the show.

Closing call-to-action

If your club wants one thing to start growing fans, revenue, and community trust this year, it’s a consistent, fan-first podcast. Start with one pilot episode, measure fast, and iterate. Need a checklist, episode templates, or a 12-week launch playbook tailored to your club? Reach out to our team at icehockey.top for a free starter pack and a 30-minute strategy call — let’s get your fans hanging out with you.

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Senior editor and content strategist. Writing about technology, design, and the future of digital media. Follow along for deep dives into the industry's moving parts.