Common has signed a partnership with BackChat Studios, adding the sports media brand to its House of Common network as it expands its premium sports content offering in Australia.
The agreement will see House of Common work with BackChat Studios to support the growth, distribution and commercialisation of its podcast and social content slate.
BackChat brings scale and audience reach
BackChat Studios, known for its flagship show BackChat, has built an audience through athlete-led content and connections within professional sporting circles.
In the past 12 months, the network has generated 95 million social views, grown to more than 300,000 followers and averages 210,000 monthly podcast downloads across vodcast and social-first formats. It is also producing 35 shows per month.
Will Schofield, co-founder and managing director of BackChat Studios, said the partnership represents a step forward for the business.
“Joining Common marks a pivotal moment for BackChat. We’ve always believed in the power of independent voices, and this partnership helps turn that belief into something much bigger, an engine for a new wave of media. We’re excited to build what’s next together.”
Focus on commercial and distribution growth
Under the partnership, House of Common will work with BackChat Studios to develop branded content, sponsorship and social integration opportunities, while expanding distribution across platforms.
The addition of BackChat Studios extends House of Common’s sports portfolio, which includes content across NRL, AFL, cricket and other codes.
Strategy aligned to digital-first consumption
BackChat Studios joins the network as House of Common continues to build a content model focused on social-first, personality-led formats.
Rachel Henry (nee Hall), co-founder and COO of Common, said brands are increasingly looking beyond traditional broadcast placements.
“Brands that recognise the value of embedding themselves in the ongoing social conversations of sport, & not just buying spots around the live broadcast, are unlocking huge efficiencies”
Henry said shifts in audience behaviour and the lead-up to the Brisbane 2032 Olympic Games are expected to drive further investment in the sector.
Main image: The team at BackChat