Fox Sports Asia created Lullaby Update – the world’s first podcast that brings sports news to sports-crazed new fathers as lullabies so that they can catch up with sports without disturbing their baby’s nap.

A Lullaby Update podcast channel was created on iTunes for iTunes users. For non iTune users, a website, lullabyupdate.com, was created to house all the podcasts.

From 1st to 30the April 2016, a new podcast was released daily with the day's top sports news to keep new fathers up-to-date with the latest sports events.

The channel subscription went up by 20% among houses with babies aged between 4 months to 1 year.

The idea gave dads a new and fun way to consume sports news and stay connected to the sports world.

The brand recall of Fox Sports among new dads was 30% higher.