SI Partnering With DGital Media For Series Of Podcasts, Including MMQB's Peter King

SI has struck an exclusive deal with N.Y.-based audio engagement company DGital Media to produce a regular series of podcasts featuring writers from SI and sister property The MMQB. The podcasts began today with a trio of installments from The MMQB Editor-in-Chief Peter King, will continue with weekly installments from King and Albert Breer, also of The MMQB, and eventually incorporate other sports including soccer and basketball. The DGital Media-powered podcasts will also be part of SI’s forthcoming NBA-focused site, The Crossover. The debut King podcasts today feature Cardinals coach Bruce Arians, Broncos Exec VP/Football Operations & GM John Elway and Seahawks DE Michael Bennett. DGital Media also recently reached an agreement to produce a daily podcast with Tony Kornheiser and powers podcasts for The Vertical, led by Yahoo Sports’ Adrian Wojnarowski. “We’re trying to create the best content we can, and these podcasts allow us to do that in certain ways other mediums cannot,” said SI Editorial Dir Chris Stone. "This is an opportunity to reach the public in new and desirable ways.” The SI-DGital Media deal will contain an undisclosed revenue-sharing agreement on the advertising-supported podcasts. Initial sponsors for “The MMQB Podcast with Peter King” include online meal-kit service Blue Apron, shaving products provider Harry’s, SeatGeek and FanDuel. SI had previously developed a podcast initiative with the Slate-owned Panoply, and was pitched on the new podcast program after DGital Media began working with fellow Time Inc. title Fortune earlier this year. “We’re looking to develop premium-level audio with top influencers, and this is about as good as it gets,” said DGital Media Chief Content Officer Chris Corcoran. “With Peter King, you’re talking about the No. 1 influencer in the No. 1 sport.”