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Let’s read the data and the why…

This week, we wanted to deep-dive into a story that feels like a genuine turning point for our industry. On January 6, 2026, the media landscape shifted when Global, the powerhouse behind brands like Heart and LBC, acquired a majority stake in Gary Neville’s The Overlap.

For those of us in the sports world, this isn't just another talent deal or a simple "podcast buy." We believe it’s a major milestone that provides a clear blueprint for the future of "New Media."

It marks the moment where the creator economy moves past the experimental phase and becomes fully industrialized, sitting right at the heart of the sports media strategy for the world's biggest broadcasters.

📊 The Deal: Vital Facts

• The Transaction: Global acquired a majority stake from Gary Neville and existing investor Miroma Group (who exited the business).

• Governance: The entity will be co-chaired by Gary Neville and Global Group CEO Simon Pitts, with Scott Melvin as Executive Director.

• Performance Metrics: The Overlap recorded 2.2 billion views across all platforms in 2025 and averages 38 million monthly views on YouTube.

• Strategic Vehicle: The brand will sit within the newly formed Global Studios, alongside other recent acquisitions like The Fellas Studios.

🔍 Why This Matters: The Executive Perspective

1. The "Network" vs. The "Channel"

This deal signals the end of The Overlap as a mere YouTube channel. The stated goal is to build "The Overlap Network", a multi-platform sports media house.

By moving into cricket (Stick to Cricket) and rugby, they are proving that the high-authenticity, talent-led format of Stick to Football is a repeatable format.

2. Monetization through DAX

For marketers, the "secret sauce" here is Global’s Digital Advertising Exchange (DAX). Global will now wrap The Overlap’s premium video inventory into its sophisticated programmatic audio and digital outdoor ecosystem. This gives the brand a professionalized ad-sales muscle that most creator-led startups lack.

3. Vertical Integration: Audio, Video, & OOH

Global’s ownership of major Out-of-Home (OOH) assets and national radio stations means The Overlap now has a "marketing megaphone" that includes billboards at every major UK rail station and cross-promotion on Heart or Capital. This is a level of omnichannel reach that legacy broadcasters are struggling to match.

🌐 The Bigger Picture: YouTube & New Media

This acquisition highlights a critical trend: The Professionalization of YouTube.

• Legacy validation: When a £900m-revenue group like Global places a "YouTube-first" brand at the heart of its growth strategy, it confirms that digital-first content is no longer "alternative" media, it is the primary destination for the most valuable sports demographics.

• Rights disruption: The Overlap already holds some UK broadcast rights for the German Bundesliga. With Global’s backing, we can expect "New Media" players to become aggressive bidders for live sports rights, bypassing traditional linear gatekeepers.

Impact on the Sports Industry

For sports CEOs and rights holders, this deal is a wake-up call regarding Talent Power and TV-like formats that deliver multiplatform.

The Overlap’s success isn't built on a league's branding, but on the unfiltered chemistry of its stars (Neville, Carragher, Keane, Wright, Scott).

In the "Attention Economy," the audience is following the talent, not the platform.

Global’s move is a hedge against the decline of linear TV, ensuring they own the stars who actually command the community’s attention…while monetizing it as premium content.

Is it the beginning of a new wave?

This is no doubt a landmark deal for the Sport and Podcast industry. It will push the ecosystem to increase production and investments as the interest keeps growing.

Somehow this deal will be a reference point to many Podcast Studios that new IP can grow, monetize and build value and exits.

With the acquisition news breaking somehow at the same time of The Rest is Football deal with the Premier League, it is clear that a lot is going to happen in the coming 12 months.

Watch this space.

Sources for further reading:

• Official Global Announcement

• SportsPro Media Analysis

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A veteran in the industry, Wim Ponnet has witnessed and acted in the key industries of entertainment. A very unique point of view from someone who has been involved in real business transformation, always at cutting edge areas of the entertainment industry. From Yahoo, to Endemol Shine, then investing in sport & tech.

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