The Streaming Giant Deal Elevates Gary Lineker into the Podcast Super League – Is Success Succeed?

“He's officially the undisputed king,” remarks ex- Manchester City defender a fellow pundit. “Well, he's a top dog in 2025,” comes the teasing retort from Alan Shearer, before the threesome erupt into fits of giggles.

This commonplace moment of teasing is from ‘TRIF’, a audio series that has established supremacy in the landscape with its regular output of episodes starring the three sports personalities.

And the growth doesn't stop there. Goalhanger, the media enterprise the presenter co-founded, responsible for hit brands like The Rest Is Politics, has announced a high-profile deal to transform its flagship football podcast into a day-by-day TV show on a major streaming service during next summer’s World Cup in North America.

This marks uncharted waters not only for this media giant but for Lineker. Does this ambitious move truly necessary, and can he succeed?

A Rapid Pivot from Traditional TV

Fewer than seven months ago, the presenter was a mainstay at a traditional TV network, where he had hosted a long-running football highlights show for over two decades. His co-hosts frequently joined him.

Even after announcing his departure from that role following public debates, he was still scheduled to front the broadcasts of major tournaments for the corporation. However, that changed after a social media post sparked significant criticism and led to calls for a parting of ways.

Now, the 65-year-old is set to go head-to-head with his old employer on the world stage.

A Challenge to Traditional Media – With Substantial Funding

The new deal will see the podcast move away from its usual format of disconnected video calls and instead be produced in a state-of-the-art studio in New York. Correspondents will report live from team camps and fan zones.

For both sports media and the visual audio format, “this is a landmark deal,” according to media experts. While podcasts were traditionally audio-only, video versions have surged in popularity, with streaming platforms expanding their portfolios to vie for audience attention.

Analysts suggest this could open up the show to a huge global audience, given the streaming service’s massive reach outside its home country. Research indicates football’s popularity is growing significantly in key markets like the United States.

“For him to cement himself within that, essentially capitalising on the momentum of that wave, is going to be incredibly beneficial for his career,” one analyst states.

Considerable funds are said to be involved. Reports indicate the new agreement will far exceed his previous, publicly disclosed salary from his former broadcaster. While figures are not confirmed, experts believe the production company stands to make a much greater sum.

The Rise of a Podcasting Empire

Lineker helped launch the production company back in 2014, initially to make sports documentaries before pivoting to podcasts. Based in London, the company has since won prestigious industry awards.

Its shows now make up several of the top podcasts in its home country on major platforms, and its flagship football show claims a multi-million of monthly listeners. During his latter period at his old broadcasting job, he was building up this audio business in the background.

Speaking about his departure recently, the host was upbeat, noting he no longer had “to tread on eggshells” regarding expressing personal views – a reference to the impartiality rules of a public service broadcaster.

“I get on with my life… actually, now I'm free to do what I want at the World Cup, which I think is great because we'll do a podcast every day,” he said.

‘It’s All Commercials’ – or a Strategic Move?

The podcast is generally liked with listeners, though not without criticism. Some reviews complain about the frequency of adverts, with one listener describing the host-read commercials as “grating”.

“It’s mostly commercials,” remarked one fan on a streaming platform. Other sister podcasts have faced similar feedback about presentation styles.

One fan, a university football player, told media he appreciates how the host is “not afraid to speak his mind.” However, he prefers to watch other football podcasts where the hosts are together in one studio, finding it more engaging than the remote call format.

So, what does the deal signify for fans, and could it be a model for the future?

One football correspondent praised the host for his “forward-thinking and innovative” approach to reaching “new viewers” on a new platform. Once the tournament begins, there will be “a real scramble” for viewers' attention in a crowded market.

“It may well be that the stuff produced is not to everybody's taste,” he noted. “But if it's on a major streaming platform – where the audience is – then you will get people watching.”

In a recent humorous moment on the show, the hosts discussed their favourite programmes on the streaming service. One host joked that a new series was coming soon: “It's called, The Rest Is Football.”

Many will be watching closely to see whether this new venture hits the mark.