OTB Sports has signed a 12-month partnership with Cadbury to continue as title sponsor of the popular women’s football podcast, The COYGIG Pod.

Fronted by Kathleen McNamee and Karen Duggan, the second season of The COYGIG Pod has just returned for 2022, kicking off an exciting year for The Republic of Ireland WNT who are gunning to make the World Cup in Australia and New Zealand next year, for our Women’s National League and for the many Irish players making waves in the WSL.

The agreement will see Cadbury, an Official Partner of the Republic of Ireland Women’s National Team, sponsor The COYGIG Pod for 35 weeks, further strengthening their commitment to women’s football and complementing OTB Sport’s own commitment to the coverage of women’s sport.

OTB was a strong supporter of the 20X20 campaign and has made significant strides in reaching out to encourage new on-air talent and coverage of Women’s sport across the board.

Ireland captain Katie McCabe, her former Arsenal colleague Emma Byrne, Republic of Ireland manager Vera Pauw, and Liverpool striker Leanne Kiernan have been among the guests to have appeared on the podcast so far.

The first series recorded 74,000 podcast listens and 707,000 social impressions as well as 130,000 views across OTB’s suite of platforms.

The COYGIG Pod is is a podcast-first project, with segments of the show aired across the other OTB channels from Off The Ball on FM to OTB social and across the OTB network.

“The COYGIG Pod was one of OTB’s breakout success stories of 2021 and we’re delighted that this partnership is continuing into 2022,” said Ger Gilroy, Managing Director of OTB Sports.

“The uptick in the national team’s performances has seen a surge in interest in the game, and it’s clear that there’s an appetite for the stories of the players, mentors, grassroots and beyond to be told weekly.”

“Kathleen, Karen and Emma are a brilliant team and the guest list has been star-studded. OTB Producer Catherine Murphy is at the reins as we look ahead to a potentially historic 12 months for women’s football in Ireland. Cadbury’s commitment to the sport mirrors ours and we’re excited by what’s coming next.”

“We are delighted to continue supporting The COYGIG Pod and to see it achieving such strong results,” added Cadbury Brand Manager, Eileen Leahy.

“We feel the growth in listenership is not only down to the stellar team in OTB Sports who work tirelessly to produce such quality content, but that it also represents the growing interest and recognition for women’s football in Ireland.”

“Cadbury holds a long-standing relationship with OTB Sports through our Cadbury FC partnership, and we feel it was a natural progression to extend this into women’s football through The COYGIG Pod.”

“As an official partner of the Republic of Ireland Women’s National Team, our ambition is to raise awareness of the women’s game in Ireland and we have seen that the podcast is working extremely well in driving that.”

 

Sport for Business Perspective

OTB’s audience would traditionally have skewed towards young males and that is an important audience to reach with the message that Women’s Sport is worth their interest, attention and support. Cadbury, alongside Sky were powerful partners of the Women’s National Team over the past year, putting their considerable marketing heft behind putting the start of the team in a brighter spotlight and driving interest in their performance. Doing it on a weekly basis as opposed to just around the international matches all adds to the momentum.