Netflix Deal Launches The Football Pundit into the Audio Premier Tier – But Can He Succeed?

“Without doubt, he is the leading figure,” remarks ex- Man City defender a fellow pundit. “Well, he's a top dog in 2025,” comes the playful reply from Alan Shearer, prior to the trio erupt into fits of giggles.

This commonplace moment of teasing is from ‘The Rest Is Football’, a audio series that has established supremacy in the market with its constant stream of episodes starring the three former players.

And the expansion doesn't stop there. Goalhanger, the media enterprise Lineker co-founded, which is behind hit brands like its political sister show, has signed a significant deal to transform its flagship football podcast into a day-by-day TV show on a leading streaming service throughout next summer’s global tournament in North America.

This marks uncharted waters not only for this podcast behemoth but for Lineker. Does this ambitious move really needed, and what are his chances of success?

A Rapid Pivot from Broadcaster

Fewer than seven months ago, the presenter was a fixture at a traditional TV network, where he had hosted a legendary football highlights show for 26 years. His fellow pundits frequently joined him.

Even after stating his departure from that role following controversies, he was still expected to front the coverage of major tournaments for the corporation. However, that changed after a online share generated significant outrage and led to calls for a parting of ways.

Now, the 65-year-old is set to compete directly with his former employer on the world stage.

A New Frontier to Broadcasters – With Considerable Funding

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

For both sports media and video podcasting, “this agreement is groundbreaking,” according to media experts. While podcasts were traditionally audio-only, video versions have grown in popularity, with streaming platforms bolstering their portfolios to vie for audience attention.

Analysts suggest this could expose the show to a vast global audience, given the streaming service’s extensive reach outside its home country. Research indicates football’s popularity is rising in key markets like the United States.

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

Large funds are said to be involved. Reports indicate the new agreement will dwarf his previous, publicly disclosed salary from his former broadcaster. While figures are not confirmed, experts believe the enterprise stands to make a significantly larger sum.

The Birth of a Podcasting Empire

The presenter 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 major industry awards.

Its shows currently make up several of the most-listened-to 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 quietly developing this podcasting empire in the background.

Speaking about his departure recently, Lineker was positive, noting he no longer had “to be overly cautious” regarding expressing personal views – a reference to the strict guidelines of a public service broadcaster.

“I get on with my life… now I have the freedom 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 popular with listeners, though not without some detractors. Some reviews complain about the volume of adverts, with one listener describing the host-read commercials as “nails on a chalkboard”.

“The rest is adverts,” 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 really mean for fans, and could it be a model for the future?

One football correspondent praised Lineker for his “progressive and innovative” approach to reaching “new viewers” on a new platform. Once the tournament begins, there will be “intense competition” 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.”

A lot of people will be watching closely to see whether this new venture hits the mark.