iHeartMedia is expanding its push into culturally driven sports storytelling through a new partnership with Rimas Sports, the athlete representation and brand alliance agency co-founded by global music star Bad Bunny. The collaboration will produce original podcasts and audio content for My Cultura Podcast Network, iHeart’s platform dedicated to Latino voices, with the first show slated to debut in early 2026.
The launch project will be led by Atlanta Braves outfielder Ronald Acuña Jr., who is coming off a comeback season that earned him Major League Baseball’s top return-from-injury honor in 2025.
“I’m super pumped about this! You know I love baseball, but I also love everything about being Latino. Our vibe, the music that moves us, our family stories, and all the struggles we face every day,” said Acuña. “This podcast is my chance to open up, talk straight about the good stuff, the tough stuff, and what inspires us. Plus, it’s a chance to kick it with people I really respect and who have a lot to share. I want everyone listening to feel like they’re just hanging out with me, ‘cause that’s how I see my community. I’m ready to get started and show something real, something that really represents who we are.”
The series will blend sports conversation with broader discussions of culture, identity, and family. It will also explore the lived experiences of Latino athletes. The approach reflects Acuña’s personal background and Rimas Sports’ creative vision.
For iHeartMedia, the agreement reinforces a strategy centered on pairing established star power with culturally resonant storytelling. The company currently ranks as the No. 1 podcast publisher according to Podtrac and has continued to invest heavily in niche verticals that combine entertainment, sports, and community-driven narratives.
“Sports aren’t just something the Latino community watches, it’s something we live,” said Leo Gomez, head of iHeartMedia’s My Cultura Podcast Network. “Sports are part of the culture, heritage and legacy that is woven into who we are. Partnering with Rimas Sports on amazing audio content curated by Bad Bunny and his team will allow us to bring sports and pop-culture icons like Ronald to listeners everywhere and share richer stories about how Latinos experience, elevate and redefine sports every day.”
Rimas Sports was founded in 2023 by Bad Bunny alongside executives Noah Assad and Jonathan Miranda. The agency has quickly emerged as a global player at the intersection of sports and Latin culture. While best known for Major League Baseball representation, its roster includes athletes in motorsports and combat sports. It also represents talent across emerging international leagues. The firm plans to formally enter the NFL talent space in early 2026, signaling ambitions beyond baseball.
My Cultura launched in 2021 in collaboration with iHeartLatino president Enrique Santos. It has steadily grown into one of the industry’s largest Latino-focused podcast networks. The platform now houses more than 60 shows. Its lineup spans news, entertainment, history, and lifestyle programming. Stakeholders include high-profile figures from film, television, and media.
Distribution for the new podcasts will run through iHeartPodcasts, which also manages audio content tied to major sports properties and athlete-led media brands. Episodes will be available on the iHeartRadio app and all major podcast platforms upon release.
Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.
