HSBC UK has renewed its partnership with Global, the Media & Entertainment Group. Following the success of the banking group’s sponsorship of Global’s chart-topping podcasts The News Agents and The News Agents USA since June 2023, HSBC UK will remain the headline sponsor of both for another 12 months.
Sponsorship messaging will continue to remind listeners of HSBC UK’s position as one of the world’s leading international banks and the podcast’s hosts – Emily Maitlis, Jon Sopel and Lewis Goodall – will bring to life the bank’s proposition, spanning personal business banking support and international spending services.
Becky Moffat, CMO at HSBC UK, said: “Helping the UK to understand and connect with the key issues of the day goes hand in hand with our efforts to open up a world of opportunity for our customers and the wider communities we serve.
We’re excited to work with Global and PHD to renew our sponsorship of The News Agents podcast, one of the UK’s most successful, and look forward to listening alongside our customers in 2024.”
“As we’re continuing to realise the full potential of podcasting from a commercial perspective, it’s fantastic to see a brand like HSBC show long-term commitment to the format.
HSBC UK’s investment enables the podcast to be more and more ambitious and is a great example of how podcasting can work for advertisers with entertaining, authentic host reads, and a highly engaged audience.”
Katie Bowden, Director of Commercial for Audio at Global
Since launching in August 2022, The News Agents has consistently topped the podcast charts and quickly established itself as the UK’s leading daily news podcast. Emily, Jon and Lewis have covered the biggest stories in the UK, broken news and interviewed some of the most high-profile names in news and current affairs including Labour leader Sir Keir Starmer, Chancellor Jeremy Hunt, and Shadow Home Secretary Yvette Cooper. The podcast has now surpassed 69 million downloads and was awarded Best Daily Podcast at The British Podcast Awards 2023.
