Bringing original content IP to the world of tennis
Global
Podcast
,
Nothing Major
Tennis is often serious. Nothing Major is not. Launched by Sift in summer 2024, this weekly podcast brings together four of the game’s most iconic American players — Sam Querrey, John Isner, Jack Sock and Steve Johnson — for unfiltered takes, unexpected stories and big laughs. Built from scratch as a piece of owned entertainment IP, the show combines athlete access with genuine chemistry to deliver a hit that’s resonated across the tennis world, from Apple to Instagram to YouTube.
The Output
• Developed original podcast IP and brand identity from scratch
• Launched weekly 26-minute podcast featuring 4 ex-pros
• Delivered audio + video formats across Spotify, Apple, YouTube and social
• Produced short-form social edits optimised for Instagram, TikTok and YouTube Shorts
• Created bespoke episode artwork, graphics packages and animated assets
• Built and managed multi-channel social presence
• Drove over 1.1M views on YouTube in the first 6 months
• Achieved a 96% average consumption rate on Apple Podcasts
• Generated 92.5k monthly podcast downloads and 15.7% Instagram engagement
