- Goalhanger shifts from audio-first to a multi-platform media entity with a new identity
- Launch of new high-trust content franchise ‘The Rest Is Science’
- Focus on deep engagement and premium advertising opportunities amid evolving consumer habits
Goalhanger has launched a full rebrand that shifts the company from its podcasting roots into a broader media operation incorporating video, live experiences, social content and subscription memberships. The move reflects how podcast publishers are repositioning themselves to keep pace with changing audience habits and attract higher-value commercial partners.
The new identity is built around a GH wordmark and the line “For the curious.” Goalhanger pitches the look and feel as an intelligent, premium space for advertisers seeking affluent and highly engaged audiences. Stephen Mai, the network’s fractional chief marketing officer, said the aim was “turning attention into equity,” pointing to its reported average listener engagement of 40 minutes per episode as proof that deep attention can be converted into brand value.
Alongside the design overhaul, Goalhanger has expanded its slate with The Rest Is Science, featuring mathematician Hannah Fry and YouTube educator Michael Stevens. The franchise joins shows covering history, politics, science and culture, broadening the network’s mix of high-trust storytelling.
Creative agency Otto Studio led the rebrand, with Alister Dixson overseeing design. The serif typeface ABC Marist was chosen to signal what the company describes as an editorial heritage that helps draw premium advertisers. The refreshed identity is supported by social and podcast idents featuring Tom Holland, Alastair Campbell, Rory Stewart, Alan Shearer and Micah Richards.
Goalhanger credits a digital transformation led by head of digital and social Sam Oakley for turning the network into a social-first, platform-agnostic storytelling company. The business now operates across YouTube, TikTok and Spotify, claiming more than 70 million full-episode streams each month and 150 million monthly video views.
Co-managing directors Tony Pastor and Jack Davenport said the rebrand responds to shifting behaviour, with half the audience now watching video as well as listening. They argue this presents an opportunity for advertisers to rethink how they use the platform, where “depth of attention matters more than reach.”
The move echoes a wider trend of media groups broadening their identities to stay competitive, as seen in recent reinventions across the advertising and publishing sectors. Goalhanger’s new positioning presents it as a multi-platform media company built for curious, discerning audiences and the brands that want to reach them.
Source: Noah Wire Services
- https://www.campaignlive.co.uk/article/goalhanger-rebrands-multi-platform-media-brand-lure-advertisers/1940922 – Please view link – unable to able to access data
- https://www.campaignlive.co.uk/article/goalhanger-rebrands-multi-platform-media-brand-lure-advertisers/1940922 – Goalhanger, a podcast network co-founded by Gary Lineker, Tony Pastor, and Jack Davenport, has rebranded from an audio-first group to a multi-platform media brand encompassing video, live experiences, social storytelling, and membership. The network has launched a new franchise, ‘The Rest Is Science’, hosted by mathematician Hannah Fry and YouTuber Michael Stevens. The rebrand features a ‘GH’ wordmark and aims to attract advertisers by highlighting its reach of over 70 million full-episode streams per month and 150 million monthly video views across podcasts, YouTube, and social media.
- https://www.campaignlive.co.uk/article/publicis-rebrands-mediavest-spark-foundry-foster-start-up-spirit/1438741 – Publicis Media has rebranded Mediavest Spark as Spark Foundry to foster a ‘start-up spirit’ and broaden its range of services. The rebranding reflects the agency’s offerings that extend beyond media and investment to include analytics, technology, innovation, insights, content, and commerce. The new name embodies a bold energy with a powerhouse soul, blending an entrepreneurial approach with the full resources of Publicis Media. Spark Foundry operates in markets including the US, UK, Middle East, Poland, and Australia.
- https://www.campaignlive.co.uk/article/acxiom-rebrands-online-mail-arm-acxiom-digital/565160 – Acxiom has rebranded its integrated digital and direct mail campaign delivery company, Digital Impact, as Acxiom Digital. This move follows Acxiom’s integration of Digital Impact, which it acquired for £74.4 million. Acxiom Digital offers campaign creation and execution across multiple media channels, including personalised email, targeted websites, banner ads, search engines, and direct mail, aiming to provide a comprehensive digital marketing solution.
- https://www.campaignlive.co.uk/article/pslive-completes-merger-rebrands-mktg-uk/1396484 – Experiential agency PsLive has merged with Dentsu Aegis Network Sports & Entertainment (DANSE), creating a new entity known as MKTG UK. The merger combines the expertise of both agencies under the leadership of MKTG UK and Posterscope CEO Stephen Whyte. The rebrand aims to leverage the capabilities of both teams to deliver innovative campaigns and projects globally and locally for clients, strengthening creative, technology, data, and media capabilities.
- https://www.campaignlive.co.uk/article/itn-archive-rebrands-itn-source-help-dave/565202 – ITN Archive has rebranded as ITN Source with assistance from creative business consultancy Dave. The rebranding is part of ITN’s strategy to integrate its digital technology offering and achieve aggressive growth for its cross-media platforms, including the ITN Source website and ITN On, its 3G mobile business. The £1 million investment aims to enhance ITN Source’s digital presence and expand its reach in the media industry.
- https://www.campaignlive.co.uk/article/group-m-drops-mplatform-brand-shake-up-improve-consistency/1665908 – GroupM has decided to drop the mPlatform brand in a significant reorganisation aimed at improving consistency and building a powerful collective intelligence capability to support its four media agencies: Essence, MediaCom, Mindshare, and Wavemaker. The move involves splitting mPlatform’s resources and integrating them into other parts of GroupM to streamline operations and enhance service delivery across the agencies.
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
9
Notes:
The narrative is recent, with the earliest known publication date being November 25, 2025. The rebranding initiative is a significant development for Goalhanger, marking its evolution from an audio-first entity to a multi-platform media brand. The report includes updated data, such as the launch of a new franchise, The Rest Is Science, featuring mathematician Hannah Fry and YouTube educator Michael Stevens. This addition underscores Goalhanger’s commitment to varied, high-trust content reflecting themes from history and politics to science and culture. The rebranding was developed in collaboration with creative agency Otto Studio, with Alister Dixson leading design efforts. The choice of the serif typeface ABC Marist was deliberate, connecting the brand’s visual style to an “editorial heritage” and emphasising authority, which the company claims helps attract premium advertising partnerships. The refreshed look is complemented by social and podcast idents featuring prominent voices such as Tom Holland, Alastair Campbell, Rory Stewart, Alan Shearer, and Micah Richards. The report also highlights Goalhanger’s growth, with content commanding more than 70 million full-episode streams monthly alongside 150 million video views across digital and social platforms. This signals a considerable reach and audience engagement. The rebranding is a response to evolving audience behaviours, with half the network’s consumers now engaging via video rather than solely through audio. This evolution presents an opportunity for brands to rethink their advertising strategies and leverage a platform where “depth of attention matters more than reach.” The report also draws parallels to broader industry trends, such as Publicis Media’s transition of Mediavest Spark to Spark Foundry, and other integrated media and marketing entities refreshing their brands to highlight expanded services and innovation. This positions Goalhanger not simply as a podcast network but as a comprehensive, multi-platform media enterprise catering to the curious and discerning consumer—and offering advertisers a trusted, premium environment for engagement. The report is detailed and includes specific data points, indicating a high freshness score.
Quotes check
Score:
10
Notes:
The report includes direct quotes from Stephen Mai, Goalhanger’s fractional chief marketing officer, and co-managing directors Tony Pastor and Jack Davenport. These quotes are specific to the rebranding initiative and have not been identified as reused from earlier material. The wording of the quotes matches the context of the rebranding, with no variations noted. No online matches were found for these quotes, suggesting they are original to this report. This indicates a high originality score for the quotes.
Source reliability
Score:
8
Notes:
The narrative originates from Campaign Live, a reputable UK-based publication focusing on marketing and advertising. This suggests a reliable source. However, the report is based on a press release from Goalhanger, which typically warrants a high freshness score but may raise questions about potential bias or lack of independent verification. The reliance on a press release means the information is directly from the company, which can be both a strength and a limitation.
Plausability check
Score:
9
Notes:
The claims made in the report are plausible and align with known industry trends. The rebranding of Goalhanger to a multi-platform media brand reflects a broader movement in the media industry towards diversification and expansion beyond traditional formats. The inclusion of specific data points, such as the launch of new franchises and the choice of design elements, adds credibility to the narrative. The report also mentions the involvement of creative agency Otto Studio and designer Alistair Dixson, which can be verified through their professional profiles. The language and tone are consistent with corporate communications, and there are no signs of excessive or off-topic detail. The report does not exhibit unusual drama or vagueness, and the structure is typical for a press release. Overall, the claims are plausible and supported by specific details, indicating a high plausibility score.
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): HIGH
Summary:
The narrative presents a recent and original rebranding initiative by Goalhanger, supported by specific data points and direct quotes from company representatives. While the reliance on a press release may raise questions about potential bias, the information aligns with known industry trends and is consistent with corporate communications. The plausibility of the claims is high, and no significant credibility risks are identified. Therefore, the overall assessment is a PASS with high confidence.
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