In partnership with tennis legends Boris Becker and Andrea Petkovic, SPORTFIVE launched the premium athlete-driven podcast Becker Petkovic. Combining expert podcast production, digital distribution, and sports marketing, the format debuted during the Australian Open 2025, reached top podcast chart rankings, boosted fan engagement, and created new sponsorship opportunities.
In this Success Story:
Chart-Topping Podcast
Successfully launched during the Australian Open 2025, achieving top positions in German sports podcast rankings.
Authentic Content Format
Created an exclusive and authentic content format, giving fans behind-the-scenes insights into the tennis world.
Establishing New Sponsorships
Established new sponsorship and monetization opportunities through premium audio content.
The Challenge
Boris Becker, Germany's most iconic tennis player and one of the sport's most recognizable figures, has long been a household name. Yet until now, there had been no dedicated platform for him to share his expertise, experiences, and perspectives directly with fans in a long-form format. Andrea Petkovic, a former professional player and respected tennis analyst, was also looking for a new way to share her insights beyond traditional media.
United by their passion for tennis and storytelling, Becker and Petkovic set out to create a podcast offering unique perspectives from inside the sport. Their goal was to engage audiences through authentic, insightful conversations and exclusive behind-the-scenes content. At the same time, SPORTFIVE recognized the growing demand for high-quality, athlete-led media formats, particularly in tennis. The challenge was to develop, produce, and distribute a podcast that would stand out in a competitive audio landscape while staying true to the personalities and brands of both hosts.
SPORTFIVE's Role
To bring the podcast to life, SPORTFIVE’s Global Athlete Media House collaborated closely with Boris Becker, Andrea Petkovic, and selected production partners. Together, they developed a premium content format that combines in-depth discussions, personal stories, and exclusive behind-the-scenes insights from the world of tennis. Beyond concept development and production, SPORTFIVE implemented a strategic distribution approach, partnering with established media platforms to maximize visibility and drive early audience engagement. The team also supported the integration of commercial partners, creating sustainable sponsorship and monetization opportunities. To further amplify reach, a comprehensive digital content strategy was developed, leveraging social media clips, teaser videos, and athlete-led promotion across multiple channels.
Creating this podcast with SPORTFIVE has been an incredible journey. It allows us to share our love for tennis in a completely new way and connect with our audience like never before.
Boris Becker, Tennis Legend and Co-Host of the Becker Petkovic Podcast
The Result
The podcast quickly established itself as one of the leading sports podcasts in the German-speaking market, reaching top chart positions within just two weeks of its launch. The combination of authentic conversations, expert analysis, and exclusive insights resonated strongly with listeners, resulting in high engagement rates and sustained audience interest across podcast and social media platforms. The project also unlocked new commercial opportunities through brand partnerships, creating additional revenue streams for both the athletes and SPORTFIVE. Beyond its commercial success, the podcast strengthened the connection between the hosts and their audience, giving fans a more personal and direct access to the perspectives and experiences of Boris Becker and Andrea Petkovic.
Reflecting on the project's success, Boris Becker commented:“Creating this podcast with SPORTFIVE has been an incredible journey. It allows us to share our love for tennis in a completely new way and connect with our audience like never before.”
For SPORTFIVE, the project also demonstrated the growing potential of athlete-driven media formats. As Vincent Kittmann, Vice President Global Athlete Media House at SPORTFIVE, explains:“ At SPORTFIVE, we are redefining how athletes engage with their fans. The success of the Becker-Petkovic podcast proves that premium audio content is a powerful tool for building athlete brands and driving new commercial opportunities.”
More Than 40 Episodes Published
Since the launch of the first episode on January 6, 2025, the Becker Petkovic Podcast has released more than 40 episodes (as of August 2026), delivering regular tennis insights aligned with the international tournament calendar.
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Sponsorship is the financial support for a sporting event, organisation or athlete by an outside body, for the mutual benefit of both parties. At the professional level this tends to be by companies, to raise the profile of their brand by associating it with the athlete.
The company aims to generate brand awareness and customer recognition, whilst the event, organisation or athlete receives a boost in funding.
A popular example is a brand logo printed on a team shirt. Visibility is guaranteed, even more so in the modern world with social media and online highlights.
In the land of media and marketing rights today, there is no cookie-cut solution for brands, and a simple logo placement will not provide the sufficient return on investment (ROI) for sponsorship, nor does it give their target audience the “why?” - the reason to spend their money and engage with the product.
Companies investing in sports sponsorship need to look at the bigger picture to engage with fans and not rely on just one piece of inventory.
To become the sponsor of an athlete, follow these steps:
Research Athletes: Identify athletes whose image, values, and audience align with your brand. Consider factors like sports, achievements, and public persona.
Contact Management: Reach out to the athlete's management or agent. Contact information is often available on their official website or through professional representation agencies.
Proposal Development: Craft a compelling sponsorship proposal outlining the benefits, objectives, and terms of the partnership. Highlight how the collaboration will be mutually beneficial.
Negotiation: Initiate discussions with the athlete's representatives to negotiate terms, including financial arrangements, contractual obligations, and activation plans.
Legal Documentation: Once terms are agreed upon, work with legal professionals to draft a formal sponsorship agreement that outlines the rights and responsibilities of both parties.
Activation and Collaboration: Implement sponsorship activation strategies, collaborate on marketing campaigns, and engage with the athlete to maximise the impact of the partnership.
Building a successful sponsorship relationship with an athlete requires careful consideration, effective communication, and a shared vision for the collaboration.
Establishing a partnership with an athlete, club, or federation involves a strategic approach and effective negotiation. Here are steps for each:
Athlete Partnership
Research: Identify athletes whose values align with the brand. Consider their audience demographics and market relevance.
Contact and Proposal: Reach out to the athlete or their management with a well-crafted proposal outlining the partnership benefits, objectives, and terms.
Negotiation: Discuss terms such as sponsorship duration, financial arrangements, and activation plans. Ensure mutual understanding and agreement.
Club Partnership
Research and Alignment: Research clubs that resonate with the brand's values and target audience. Align objectives with the club's goals.
Engage with Key Stakeholders:Reach out to club executives or sponsorship managers to discuss potential collaborations.
Customised Proposal: Present a tailored proposal highlighting the benefits, including branding opportunities, fan engagement, and joint marketing initiatives.
Federation Partnership
Understand Objectives: Understand the federation's goals and priorities. Align brand objectives with the federation's mission.
Engage with Decision-Makers: Reach out to key decision-makers within the federation to discuss potential partnerships.
Collaborative Planning: Work together to create a mutually beneficial partnership plan, considering financial contributions, promotional activities, and long-term goals.
Building relationships, demonstrating the value of the partnership, and negotiating terms collaboratively are key elements in establishing successful partnerships in the sports industry.
Influencer content and branded content are related marketing strategies, but they differ in their creators and promotional approaches.
Influencer content involves collaborating with individuals (‘influencers’) who have a significant and engaged following on social media or other platforms. These influencers create content that features or mentions a brand, product, or service, leveraging their credibility and influence to reach and persuade their audience.
On the other hand, branded content is produced directly by the brand or in collaboration with content creators, such as agencies or media outlets. The content is created and controlled by the brand itself, aiming to align with the brand's messaging and values.
Branded content can take various forms, including articles, videos, or social media posts, and it typically integrates the brand's message in a way that feels authentic and valuable to the audience.
In essence, influencer content involves leveraging the influence of individuals, while branded content is content created and disseminated by the brand or its designated partners.
If you are interested in a career at SPORTFIVE and help brands to grow through sport sponsorship and marketing, simply check out the careers page. The SPORTFIVE team will be happy to discuss opportunities that match your experience and vision.
