Leading rugby show to hit new heights

A chart-topping podcast featuring England rugby legends Mike Tindall and James Haskell has been purchased by Platform Media.

The Good, The Bad & The Rugby is recognised as the world’s biggest rugby show with more than one million followers since it was launched in 2020 by former England internationals Tindall and Haskell, alongside veteran presenter Alex Payne.

Spanning audio, video and social media, and now in its fifth season, the show has been on the road across the UK and Ireland for several theatre tours and launched numerous spinoffs, including a new book, regional titles in South Africa, Australia and New Zealand, a paid subscriber-only show.

The show also has a format dedicated to women’s rugby starring England’s all-time record scorer Emily Scarratt, England scrum-half Natasha ‘Mo’ Hunt and renowned broadcaster Elma Smit.

The team at next-generation media company Platform Media have produced and commercialised the show since its inception and has announced its majority acquisition of the show to add to its impressive portfolio.

Alongside The Good, The Bad & The Rugby, Platform Media’s sports slate include Football’s Greatest Eras with Paul Scholes and Nicky Butt, Up Front with Simon Jordan, You’ll Never Beat Kyle Walker and My Mate’s A Footballer with Patrick Bamford and Joe Wilkinson for BBC Sounds, The Fast & The Curious with Greg James and The Chipping Forecast with Eddie Pepperell.

The acquisition is Platform Media’s first under the banner of global podcast group PodX which purchased a majority eight-figure stake in in Platform Media in May, marking the UK podcast sector’s most significant M&A activity to date.

Rick Ankers, Platform Media’s executive director said: “I couldn’t be more excited to be bringing these two wonderful businesses closer together. 

“The Good, The Bad & The Rugby is a winning format through and through. Mike, James and Alex are great storytellers and entertainers; they’re opinionated and insightful, and share a real camaraderie and chemistry. 

“The show totally transcends the sport, which is testament to their character and star power. We’re so excited to be working with them to take the show and the format to new heights.”

The Good, The Bad & The Rugby is trusted by the world’s biggest brands, broadcasters and rights holders, with clients including Continental, Vodafone, British Airways, Allianz, Domino’s, Honda, Prime Video, Red Bull, World Rugby, the RFU and many more.

Platform Media said the team will continue to grow the show alongside Mike, James and Alex, as well as exploring areas for the brand including expansion into new sports.

Co-founded in 2021 by Matthew Sherry, Matt Sayward and Rick Ankers, Platform Media creates, distributes and monetises unmissable sports and entertainment podcasts and digital formats and the company’s clients include Amazon Music, Audible, BBC, Domino’s, EFL, NFL, Paramount, Red Bull, Simply Be, Spotify, Vodafone and William Hill.

Mike Tindall, James Haskell and Alex Payne, The Good, The Bad & The Rugby co-hosts said: “We are absolutely thrilled to be strengthening our partnership with Platform Media, having worked with their team since the inception of the show almost five years ago. From day one, they have understood our vision for The Good, The Bad & The Rugby and been instrumental in growing it into the global media brand it is today.

“With the backing of Platform Media and the PodX Group, we’ll reach even greater heights, expand into new territories and continue delivering top-notch rugby content to our dedicated audience around the world.

“With a Lions Tour, Six Nations and Women’s World Cup ahead, 2025 promises to be our biggest year ever — exciting times are ahead.”

Patrick Svensk, PodX Group chief executive added: “With Platform Media’s support, I am convinced that The Good, The Bad & The Rugby team will take the show to another level, with the next step being the launch of bold, fresh shows in exciting new areas.”

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