The Elis James and John Robins podcast will begin carrying advertising from April as producers move to commercialise the show.
Significant Productions and Audio Always have announced that sponsorship and advertising will be available across the podcast’s commercial feed from 7 April 2026.
The change follows an updated BBC Audio Release Policy published last year which allows independent producers to commercialise titles that are no longer funded by the licence fee.
Episodes will continue to be available across podcast platforms, but advertising will only appear in the producer-run commercial feed. Versions distributed on BBC Radio 5 Live and BBC Sounds will remain free from advertising and sponsorship.
Production will now be led by Significant Productions, the company formed by Elis James, John Robins and Dave Masterman. Plans include enhanced visuals, additional content and new social channels linked to the show.
Audio Always will manage commercialisation in partnership with Acast, which will handle advertising sales and distribution as well as studio and production services.
Dave Masterman said: “We’re incredibly proud of what the show has achieved since joining 5 Live in 2019, and we’re delighted to now have the opportunity to realise its commercial potential while still being available on BBC platforms.”
Paul Fernley from Audio Always said brands would have the chance to connect with the show’s audience as the podcast develops commercially.
The programme began on BBC Radio 5 Live in 2019 and later developed into a podcast with a dedicated audience.
About the BBC Audio Release Policy
Published in October last year, the Audio Release Policy aims to help support the growth of the UK audio sector, while ensuring the BBC remains a competitive and attractive partner for the best ideas.
It offers audio producers a fair and transparent opportunity to further exploit their IP commercially, while continuing to deliver value for audiences by making the content available on BBC platforms. It will operate for a trial period of two years as agreed with Audio UK.