Sky Sports Fuels F1 Growth Strategy with Fast and the Curious Media Deal
Sky Sports has announced a new partnership with Greg James's F1 podcast, The Fast and the Curious to bring viewers exclusive content.
Sky Sports has locked in a new long-term strategic alliance with hit podcast The Fast and the Curious, targeting a fresh wave of under-35 and female Formula 1 supporters while unlocking significant new commercial pathways.
The deal will weave podcast content directly into Sky’s digital channels, backed by cross-promotional social media pushes, host-read advertising across all episodes, and joint talent appearances. Sky Media is also taking over exclusive ad sales representation for the show.
The strategy builds on Sky Sports’ current British and Irish F1 broadcasting deal—recently extended through 2034—which has driven a 90 per cent overall viewership bump since 2012, alongside a 120 per cent surge in under-35 viewers.
Familiar Voices, Expanded Reach
Despite the corporate backing, core listeners can expect the core show to remain unchanged. Dynamic trio Betty Glover, Christian Hewgill, and Greg James will continue delivering their signature blend of casual, high-access motorsport banter. The show’s hallmark format of featuring active F1 drivers as recurring guest hosts will remain intact, preserving its blend of lighthearted banter and deeper paddock discussions.
Billy McGinty, Sky Sports Director of F1, said: “We are always looking to innovate so this partnership offers something genuinely new and exciting for Sky Sports. Alongside unlocking commercial benefits, Greg, Betty and Christian have a brilliant ability to relate to the everyday fan, so it presents a great opportunity on both sides to reach new audiences and grow fandom together.”
Greg James, ‘Team Principal’ of The Fast and the Curious, added: “This is a very large mid-season upgrade! Adding a Sky Sports power unit to our podcast is so exciting. When we started The Fast and the Curious, my aim was to create the kind of Formula 1 podcast I’ve always wanted to listen to; one that was knowledgeable without being intimidating, entertaining without taking itself too seriously, and welcoming to everyone, particularly new fans who wanted to find their gang. Partnering with Sky Sports gives us the opportunity to build on everything we’ve created so far while staying true to what makes the podcast special. We can’t wait to see where we can take the show together.”
By merging the podcast’s inclusive, informal tone with Sky’s extensive broadcasting infrastructure and paddock credentials, the collaboration aims to lower the barrier to entry for incoming motorsport enthusiasts while providing established fans with deeper access to the grid.
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