HSBC UK extends sponsorship of The News Agents podcast

Sponsorship of the News Agents podcast by HSBC UK has been extended for the next 12 months.

Global has done the deal for both UK and USA versions of the pod, which is hosted by Emily Maitlis, Jon Sopel and Lewis Goodall, to promote the bank’s proposition spanning personal business banking support and international spending services.

Katie Bowden, Director of Commercial for Audio at Global: “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.”

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.”

The News Agents launched in August 2022 and has now surpassed 69 million downloads. It was awarded Best Daily Podcast at The British Podcast Awards 2023.