‘No Laying Up’ adds to distribution gains

Back in August, I wrote about how the golf podcast “No Laying Up” had hired The Montag Group to start representing it.

Last week, the pod picked up a regular time slot on SiriusXM’s Dan Patrick Radio channel, airing every Monday, Thursday and Friday at 6 p.m. ET. Its podcast episodes will be available on demand.

The Montag Group’s Gideon Cohen started talking to SiriusXM last fall. The deal most likely would have been announced a month ago before golf events were canceled because of the coronavirus pandemic.

Since he started representing “No Laying Up,” the podcast has struck deals with Stadium, DraftKings and Fubo TV. The four hosts have had weekly appearances on SiriusXM’s PGA Tour channel.

“These guys keep pumping out content,” Cohen said. “The next step is to continue to grow their distribution.”