iHeartMedia & Global Gaming League forge audio pact

iHeartMedia has struck a production, marketing and distribution deal with the Global Gaming League, placing competitive gaming content across iHeart's audio network.

The agreement makes iHeart the league's audio partner and outlines original podcasts with weekly programming that blends gaming and broader culture. The shows will run across iHeart's multiplatform footprint.

Global Gaming League was founded by record producer and DJ Clinton Sparks. It bills itself as operating at the intersection of gaming, music, fashion, celebrity and culture, with teams owned by public figures.

"Gaming is culture," said Clinton Sparks, founder and CEO of Global Gaming League. "iHeart understands that its artists, talent and listeners are gamers. This partnership brings that reality to the forefront and connects it with a league built to unite gaming, music, fashion, sports and celebrity in a unique way that seamlessly brings these worlds together."

A new podcast hosted by Sparks is a central part of the deal. Titled "Get Familiar," it is scheduled to debut later this year under iHeartPodcasts.

iHeartPodcasts will distribute the programme, making it available on the iHeartRadio app and other podcast platforms. No release date or episode count was announced.

The series is pitched as a conversational show with guests from entertainment and culture. The first season is set to feature conversations with "brilliant minds, iconic celebrities and delightfully offbeat contrarians," according to the description released with the partnership news.

Audio strategy

For Global Gaming League, the partnership adds an audio layer to its live competitions and celebrity-led teams. The league has been running a series of matches branded "SZN Zero" to showcase its format and roster.

"iHeartRadio is where culture breaks first, and gaming now sits at the center of that culture," said Nick Ditri, VP of business development and music at Global Gaming League. "Having a true audio presence allows us to spotlight creators, tell player stories, and make gaming feel more human and more accessible. This partnership doesn't just expand reach, it deepens connection, and that's what brings casual audiences into the fold and builds long-term community around both GGL and iHeartRadio."

iHeartMedia's business development team described the deal as part of a broader push into gaming culture. The company has a large distribution footprint across broadcast radio, streaming audio and podcasts in the US market.

"This collaboration shows iHeart's commitment to authentically elevating gaming culture," said Michael Biondo, president of business development and strategic partnerships at iHeartMedia. "Together, iHeart and GGL are creating a new blueprint for how gaming lives inside mainstream culture-bringing competitive gaming to listeners and new fans nationwide by introducing them directly into the Global Gaming League ecosystem."

League format

Global Gaming League's early events have centred on match-ups between celebrity-owned teams competing across a range of games. The league says its model combines live competition with fan participation and media experiences.

The second SZN Zero match took place at WePlay Studios in Los Angeles. It pitted a team owned by television personality Howie Mandel against a team linked to podcast hosts Gillie & Wallo267.

The teams played a mix of titles and genres, including Tetris, Tekken 8, Call of Duty: Black Ops 7, Sonic Racing and the virtual reality boxing game Thrill of the Fight 2. Mandel's team won, according to the league.

Mandel's team is scheduled to face a team owned by singer NE-YO in a championship match on 9 April.

"Why am I a Global Gaming League team owner? Because more than movies, more than TV, more than any other form of entertainment, more people around the world are actually playing video games," said Howie Mandel.

The partnership also underscores the competition for attention in the podcast market, as platforms and publishers look for formats that can travel across audio, video and social channels. Gaming has become an increasingly common theme, from esports analysis and streaming-culture commentary to celebrity-led discussions about games and fandom.

For iHeartMedia, the deal adds gaming programming to a podcast catalogue spanning entertainment, news, sport and lifestyle. For Global Gaming League, it provides a route into weekly audio publishing alongside live match events and celebrity team ownership.

Sparks is due to launch "Get Familiar" later this year as the first named show announced under the partnership, with additional podcasts planned under the broader agreement.