mediapodcastIP

The Club Podcast Pitch: Selling Sports IP to Big Media — Lessons from the Orangery-WME Deal

ddeport

2026-01-31

10 min read

Learn how clubs can package sports IP into agency-grade podcasts and cinematic projects, using The Orangery–WME signing as a 2026 playbook.

Hook: Your club has stories — why they still fail to sell?

Clubs and creators complain the same thing in 2026: you have unforgettable matchdays, cult players, and a fanbase that lives for micro-moments, but when you try to sell that material as episodic or cinematic IP the pitches stall, offers are low, or the deal terms strip you of value. The pain is real — fragmented rights, weak packaging, and unclear metrics make agencies and networks pass. The Orangery’s recent signing with WME shows a different way. This guide turns that transmedia playbook into an actionable blueprint for sports IP, especially podcasts and social clips, to agencies and networks.

Why the Orangery–WME deal matters to clubs in 2026

On Jan 16, 2026, Variety reported that transmedia studio The Orangery — home to graphic-novel IP like Traveling to Mars and Sweet Paprika — signed with WME. That headline is more than publishing gossip: it signals how top-tier agencies now prize ready-made IP with a clear transmedia roadmap. Agencies like WME aren’t just talent brokers anymore — they buy or represent IP portfolios that can be adapted across streaming, audio, short-form socials, and licensing. For clubs, that means a shift in buyer expectations: agencies want rights-clear, audience-validated, production-ready packages.

What agencies bought into with The Orangery

Proven IP: existing intellectual property with audience traction (comics sales, social engagement, pre-existing fans).
Transmedia plan: clear adaptations across formats — from graphic novels to TV, podcasts, and short-form clips.
Rights clarity: the studio controlled or licensed necessary rights, simplifying agency negotiations.
Scalable commercial models: merchandising, licensing, and international adaptation plays.

Translate those four pillars into club terms and you have the playbook for pitching sports IP in 2026.

The 2026 landscape: trends clubs must account for

Before you pitch, understand the market realities shaping deals this year:

Agencies are IP-first: WME and peers actively sign studios and IP portfolios to feed streamers and corporate buyers.
Streaming consolidation and commissioning shifts: after late-2025 M&A activity and platform realignments, networks demand content that travels across FAST, AVOD, and subscription windows.
Short-form and audio monetization: social clips and podcasts are primary discovery funnels, and agencies expect measurable conversions from them.
AI and generative tools: production workflows now include AI-assisted editing and highlight generation — but buyers require explicit rights and safety clauses.
Local-first demand: regional and lower-division team stories are in demand for localized streaming windows and passionate niche audiences.

Step-by-step: How to package episodic or cinematic sports IP

Below is a practical, production- and deal-oriented process used by top transmedia studios — adapted for sports clubs and creators.

1. Audit and map your IP (2–4 weeks)

Start with an internal rights and content audit. Agencies and networks will not buy anything that sits on legal ambiguity.

Content inventory: list match footage, locker-room audio, feature interviews, archival clips, social short-form, and branded content.
Rights matrix: who owns player likenesses, commentator audio, stadium B-roll, music, and sponsor mentions? Map time-bound or territory-bound licenses.
Value flags: identify hero assets (e.g., derby match footage, fan rituals, player-origin stories) and low-value or restricted assets.

2. Define the IP spine and transmedia roadmap (1–3 weeks)

Agencies want to see a story that scales. Build a one-page spine and a 12–36 month transmedia roadmap.

Core concept (the spine): e.g., "The season that remade a city" or "Underdog academy — origins to pro." Keep it emotionally clear and adaptable.
Primary formats: episodic documentary (8×30), premium doc feature, serialized podcast (10–12 eps), highlight clip series for social, and a scripted short based on an iconic player.
Ancillary plays: merchandising, NFT-like digital collectibles (with rights caveats), local screening events, and stadium activations.
Monetization map: distribution windows (streamers, AVOD), ad revenue from podcasts, branded content, and licensing deals.

3. Build an audience proof package (4–8 weeks)

Agencies want signals that the IP finds an audience. Produce quick wins that prove demand.

Sizzle reel (90–180 sec): high-energy edits combining match peaks, fan audio, and a narrated throughline. This is your calling card.
Pilot podcast episode or mini-doc: a produced 20–30 minute piece showing tone, talent, and production capability.
Short-form clip pack: 10–15 vertical clips (15–60 seconds) with captions and metadata for social testing.
Early metrics: report downloads, completion rate, views, and engagement. If you’ve run A/B tests or led paid social promos, include CPMs and conversion signals.

4. Legal and rights housekeeping (parallel to production)

Legal clarity accelerates deals. Start negotiations with clean, documented rights.

Player waivers: secure image-and-voice releases for the proposed uses and territories.
Music and archive clearances: pre-clear or prepare replacement options for licensed tracks; archive leagues often require central permissions.
Sponsor carve-outs: identify existing sponsor obligations. Buyers will want exclusivity windows or clean sponsorship periods.
AI and future uses: include explicit permission or restrictions for AI synthesis and generated content.

5. Financial modeling and deal terms (1–2 weeks)

Present a clear financial model with production budgets, revenue splits, and recoupment expectations.

Production budget tiers: lean podcast-only, mid-range episodic, and premium cinematic budgets with line-item contingencies.
Revenue scenarios: licensing fee + back-end, production-financed vs. co-pro, ad-split for podcasts, merchandise margins.
Deal levers: exclusivity duration, territorial rights, first-look windows, and merchandising retention.

6. Pitch materials and outreach (1–3 weeks)

Create a concise, agency-grade pitch pack. Keep it scannable and data-forward.

One-page executive summary — concept, audience, budget, and ask.
10-slide pitch deck — spine, roadmap, team, proof assets, audience metrics, and financial model.
Sizzle reel — always lead with video in outreach emails.
Target list — agents, content-divisions at WME-type agencies, streamer development execs, and boutique IP agencies.

Negotiation checklist: terms agencies will push — and how to respond

When an agency raises interest, they’ll test these levers. Know the standard asks and your options.

Common agency asks

Exclusive representation / first-look for all IP extensions.
Global distribution rights for linear, digital, and audio for fixed terms.
Commission on production deals and merchandising sales.
Revenue recoupment and upside splits after cost recovery.

How clubs should respond

Hold key commercial rights: retain merchandising and matchday IP where possible — these are high-margin and drive fan loyalty.
Limit exclusivity: propose territory- or category-limited exclusives (e.g., global TV first-look, but local streaming rights reserved for club platforms).
Set clear term lengths: 3–5 years is standard; avoid lifetime assignments.
Build performance triggers: tie deeper rights transfers to clear KPIs (downloads, viewership thresholds, merchandise revenue milestones).

Production and format strategies for maximum buyer appeal

Formats matter. Agencies and networks evaluate adaptability and longevity.

Podcasts — your front door to audiences

Serialized narrative podcasts: a 6–10 episode arc with strong hooks translates well to scripted or doc series.
Matchroom + analysis variants: combine match highlights with tactical analysis and fan stories to broaden appeal.
Host attachments: attach a known host or former player where possible — talent increases agency interest and pay-TV value.

Vertical-first assets: edit 9:16 hero moments with captions and chapter markers to maximize discovery on Reels and TikTok.
Repurpose strategy: 1 long-form episode yields 20–30 shorts — package them with metadata and clear ad-safety checks.

Cinematic and scripted adaptations

Scripted single-season arcs (6–8 eps) built from a podcast spine or a player's life story are highly saleable. Agencies love IP that can be adapted more than once — e.g., documentary to scripted to a limited-run anthology.

Measure-to-sell: the KPIs that close deals

Buyers want evidence. Track and present these KPIs on every pitch:

Podcasts: downloads per episode, completion rate, unique listeners, retention week-over-week.
Video: average watch time, 30/60/90‑second retention, social CTR, and view-through-rate for clips.
Engagement: comments, saves, shares, and downstream behavior like ticket or merch uplift.
Commercial signals: CPMs, sponsorship inquiries, and direct merchandise conversion rates.

Case study: Applying the Orangery playbook to a club pitch

Here’s a condensed, actionable example: how a Championship-level club used the transmedia approach to generate agency interest (hypothetical but modeled on proven industry practice).

Starting assets

Archive match footage of a miraculous promotion season (hero asset).
Player-access interviews and behind-the-scenes locker-room audio.
Active fan community channels with strong engagement (Discord, Telegram, Instagram).

Packaged deliverables

90-sec sizzle reel — match crescendos + fan chants + narrator hook.
Pilot podcast episode (30 min) featuring the manager, two legendary fans, and a technical analyst.
10 vertical clips for social — each optimized with subtitles, tags, and suggested music replacements cleared for pitch use.
10-slide deck with rights map and 3-year revenue model showing merchandising and local streaming rights retained by club.

Pitch outcome

An agency requests a first-look deal for TV and audio adaptations while the club retains stadium activation and local streaming rights — a balanced split that secured a development fee and a production co-financing agreement. This mirrors what agencies favored in the Orangery signing: useful IP that’s ready to scale and cleanly licensed.

Red flags and pitfalls to avoid

Vague rights: undefined player or music rights sink deals fast.
Over-assigning IP: giving away merchandising or future-tech rights (like AI synthesis) for small upfront fees.
No audience proof: untested concepts without pilot metrics struggle against ready-made IP.
Ignoring local value: ceding local streaming windows often sacrifices direct fan monetization.

Advanced strategies: getting premium value in 2026

Elevate your pitch with these high-level moves:

Staggered rights offers: sell global TV rights but keep audio and local digital windows — agencies often accept this if the revenue path is clear.
Fan-driven co-creation: deploy community polls to name episodes, unlock remixes, or choose featured fans — use this data in pitches to prove engagement.
Co-production with creators: attach independent podcast networks or film producers to increase credibility and shared investment.
Data rooms and dashboards: provide live analytics access so agents can verify metrics in real time.

Preparing for post-deal: retain value after representation

Signing with an agency is a milestone, not the finish line. Protect long-term value:

Set review milestones: quarterly checkpoints for development and monetization.
Protect merchandising and matchday IP: keep commercial control of stadium and local activations.
Negotiate reversion clauses: rights should revert to the club if development stalls for defined periods.
Maintain audience channels: never cede control of community platforms where you own fan relationships.

Checklist: Your pitch-ready kit (downloadable blueprint)

Rights audit document (players, music, archive).
90-sec sizzle reel (MP4) and pilot podcast (MP3)
10-slide pitch deck including 3-year revenue model.
Audience metrics snapshot and creative production plan.
Draft term sheet template with limits on exclusivity and AI usage.

Final thoughts: converting club stories into premium IP

The Orangery–WME story underlines a broader truth for 2026: agencies will pay for packaged, rights-clear, audience-validated IP. For clubs, that means changing the mindset from "we have content" to "we own a story-anchored IP portfolio that can scale across audio, video, and commerce." Start with a tight spine, prove demand through podcasts and short-form clips, and don’t trade permanent rights for small fees. With the right packaging and legal hygiene, clubs can convert local passion into global revenue.

"Agencies like WME now view studios as IP factories — be the next factory they want to sign." — practical takeaway from the Orangery signing (Variety, Jan 16, 2026)

Actionable next steps (this week)

Run a one-week rights sprint: list all player and music rights and flag gaps.
Create a 60–90 sec sizzle of your best match moments for outreach.
Launch a 3-episode mini-podcast as proof-of-concept and track downloads.
Assemble a 10-slide deck and identify 5 target agencies or independent producers to pitch.

Call to action

Ready to package your club’s IP like a transmedia studio? Download our free Pitch-Ready Kit with the rights checklist, deck template, and sizzle-reel shot list — or submit your one-page spine to our editors for a free review. Turn local stories into agency-grade IP and get the offers that match your club’s value.

deport

Contributor

Senior editor and content strategist. Writing about technology, design, and the future of digital media. Follow along for deep dives into the industry's moving parts.