Bad Bunny’s sports management agency, Rimas Sports, has announced a new partnership with iHeartMedia to produce original podcasts through the My Cultura network — a platform focused on amplifying Latino voices and storytelling. This deal marks Rimas Sports’ first major expansion into podcasting, bridging sports, culture, and audio storytelling.
iHeartMedia’s My Cultura podcast network launched in 2021 as a space for culturally resonant programming, including shows in English, Spanglish, and Spanish that highlight Latino experiences and perspectives.
Expanding Storytelling Across Sports and Culture
The first podcast under this partnership will be hosted by Atlanta Braves outfielder Ronald Acuña Jr., who was named MLB’s 2025 Comeback Player of the Year. A native of Venezuela, Acuña Jr. said the show will celebrate Latino culture, exploring family stories, music, lifestyle, and the everyday challenges and inspirations of the community.
While specific show details — including the title and full topic lineup — have not yet been announced, the series is expected to debut in early 2026.
Why This Partnership Matters
This collaboration taps into several key trends shaping media and entertainment today:
1. Evolution of Athlete-Led Content
Athletes are increasingly leveraging their platforms to create original media beyond traditional sports coverage — spanning podcasts, documentaries, and social content. Acuña Jr.’s upcoming show embodies that shift, combining sports insight with cultural narrative.
2. Cultural Podcasting Growth
Podcasts that center underrepresented communities — like My Cultura — are gaining traction as networks look to diversify content and connect with broader audiences. My Cultura has already featured series that blend entertainment, culture, and storytelling.
3. Strategic Brand Expansion for Rimas Sports
Beyond athlete management, Rimas Sports is positioning itself as a broader lifestyle brand intersecting sports, culture, and media. This podcast partnership signals a new chapter for the agency founded by Bad Bunny and the team from Rimas Entertainment.
About the Partners
Rimas Sports is a sports management and marketing agency co-founded by global music star Bad Bunny and executives from Rimas Entertainment. The firm represents more than 45 Latin American athletes and works on marketing, branding, and athlete development initiatives.
iHeartMedia is one of the largest podcast publishers globally, with its iHeartRadio platform hosting thousands of podcasts across genres. My Cultura is its dedicated network for Latino-focused content, featuring a mix of lifestyle, culture, and narrative series.
What Creators and Audiences Can Expect
For podcasters, this partnership highlights how cross-industry collaborations can expand reach and relevance, especially when rooted in cultural storytelling and community connection. It also showcases how podcasting continues to be a powerful medium for personal expression and brand building.
For listeners, the Rimas Sports and My Cultura podcast — beginning with Acuña Jr.’s show — promises a blend of sports insight, cultural perspective, and personal narrative, adding a fresh voice to the Latino podcast landscape.
More about partnerships:
Staff Report
Staff Report
Staff Report
