Welcoming Elis & John to Acast

Significant Productions and Audio Always have announced an exciting new chapter for the award-winning Elis James and John Robins, with the podcast becoming available for commercial sponsorship and advertising from 7th April 2026.

The move follows the publication last year of an updated BBC Audio Release Policy, which allows independent producers to commercialise titles that are no longer licence fee-funded BBC content.

Podcast episodes will remain available across all apps and platforms, and only the producer-run commercial feed will carry advertising. The BBC will license Elis James and John Robins for broadcast on BBC Radio 5 Live and BBC Sounds, and episodes made available on BBC platforms will not carry advertising or sponsorship.

Significant Productions - the newly formed company created by Elis James, John Robins and Dave Masterman - will lead on production, which will include enhanced visuals, extra content and the launch of the show’s own social channels. Commercialisation will be managed by Audio Always in partnership with Acast, who will support advertising sales and distribution, alongside providing studio hire and production services.

Dave Masterman, Director and Co-Founder of Significant Productions, says: “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 for audiences to enjoy. This deal with Audio Always also opens doors for the podcast on a creative front, and we can’t wait to share these plans very soon.”

Paul Fernley, Business Development Director at Audio Always, adds: “Elis, John and Dave have been a much-loved part of the Audio Always family for many years, and we are excited to work alongside Significant as the podcast evolves. Brands will love connecting with the show’s loyal audience and there is a huge opportunity for commercial creativity throughout all elements of the podcast.”

Elis James and John Robins joined the BBC in 2019, initially presenting a weekly programme on 5 Live before evolving into one of the UK’s most successful podcasts. The show has built a dedicated fanbase, becoming known for its unique blend of comedy, authentic storytelling and listener interaction.

In October 2025 the show was awarded gold at The British Podcast Awards for Best Comedy Podcast, while previous wins have come at the ARIAs, the Broadcasting Press Guild Awards, the Chortle Awards and the Audio Productions Awards.

Advertising and sponsorship across the podcast’s RSS feed will be available from 7 April 2026.