You spend hours each week recording, editing, and promoting your podcast. Your audience is growing, and your message is resonating with listeners who trust your voice.
It seems like the perfect time to monetize. But where do you even start?
That’s where a podcast sponsorship can come in.
Understanding how podcast sponsorship works is a good way to earn from podcasting and transform your show from a passion project into a career.
I’ll walk you through everything you need to know about podcast sponsorships, from finding the right sponsors to negotiating deals that benefit everyone involved.
How Does Podcast Sponsorship Work?
Podcast sponsorship is a paid partnership between a podcast host and a brand. In exchange for money, you promote a product or service to your audience, sometimes with ads, sometimes with conversations, or even custom segments.
It’s far more personal than radio ads or banner placements, so listeners tend to pay more attention to podcast ads than other ad formats.
Sponsors will choose your show based on:
- Your niche, target audience, and how well your podcast aligns with their product.
- How many downloads your podcast gets per episode.
- How regular podcast listeners engage with your content.
How do podcast sponsors work?
Podcast sponsors work by leveraging trust. Instead of running generic ads, brands partner with hosts who already have a relationship with their audience.
From the sponsor’s side, this usually involves:
- Selecting shows that reach their ideal customers
- Choosing an ad format (host-read, produced, or dynamic)
- Measuring performance through downloads, conversions, or brand lift
For podcasters, working with sponsors offers several advantages:
- Monetize your show: Provides direct income to cover production costs, invest in equipment, or scale your show.
- Adds credibility: When listeners see that established brands trust you enough to sponsor your podcast, it reinforces your authority in your niche.
- Improves the listening experience: You can introduce your audience to resources that genuinely help them.
Types of Podcast Sponsorship
Before talking about pricing, platforms, or packages, it helps to understand the core formats sponsors use to reach listeners.
These types describe how the sponsorship appears in your show, not how much you charge or where the deal comes from.
- Host-read sponsorships: You personally read or integrate the sponsor message in your own voice. These tend to perform best because listeners trust the host.
- Produced or scripted ads: Pre-recorded ads supplied by the sponsor. These are more controlled but often feel less personal.
- Baked-in sponsorships: Ads permanently embedded into episodes. Ideal for long-term value and evergreen content.
- Dynamically inserted ads: Ads inserted automatically based on listener data or timing. Common with networks and large platforms.
Once you understand these formats, it becomes easier to choose the right pricing models, platforms, and deal structures for your show.
What are podcast sponsorship deals?
Podcast sponsorship deals define how you get paid. These pricing models apply across all sponsorship types and help set expectations for both you and the brand.
Common podcast sponsorship deals include:
- CPM (Cost Per Mille): Paid per thousand downloads, which is the most common industry standard.
- Flat rate: A fixed fee per episode or campaign, regardless of downloads.
- Affiliate marketing: Commission-based earnings tracked through custom links or codes.
- Custom deals: Seasonal, exclusive, or long-term arrangements tailored to specific goals.
The right deal balances fair compensation for you with clear value for the sponsor.
What is a podcast sponsorship package?
A podcast sponsorship package bundles together what a sponsor receives.
Instead of selling individual ad spots, packages present a clear offer that’s easier for brands to understand and approve.
A typical package may include:
- Number of ad spots per episode
- Placement (pre-roll, mid-roll, post-roll)
- Social media mentions
- Email newsletter features
For example, a basic package might include a 30-second pre-roll and a 60-second mid-roll in each episode for one month.
Think of it like a menu. Some sponsors want a simple option. Others want a fuller, multi-touch presence across your content.
What is a Spotify podcast sponsorship?
Some podcasters work directly with brands, while others monetize through platforms that handle ad matching and delivery. Spotify is one of the largest players in this space.
Spotify sponsorships typically work in two ways:
- Direct brand deals: Host-read ads or custom integrations negotiated independently.
- Spotify Audience Network: Dynamic ad insertion that matches your show with advertisers.
Spotify also provides verification and analytics tools that help sponsors trust your metrics.
For shows that meet certain thresholds (commonly around 12 published episodes, 10,000 global consumption hours, and 2,000 Spotify streams in the past 30 days), additional monetization options may be available, including ad revenue sharing and paid subscriptions.
Podcast sponsorship opportunities for self-promotion
Podcast sponsorship doesn’t always mean promoting someone else’s product. In practice, many podcasters use their show as a monetization channel for their own offers.
While this isn’t traditional brand sponsorship, it’s often more profitable and easier to control.
Common self-promotion opportunities include:
- Selling your own products or services: Courses, consulting, coaching, digital products, or merchandise.
- Listener support: Paid subscriptions or exclusive content through platforms like Patreon.
- Events and workshops: Live or virtual events that generate ticket sales while strengthening your community.
For many podcasters, self-promotion becomes the foundation that brand sponsorships later build on.
How to Find a Podcast Sponsor
Finding the right podcast sponsor requires a strategic approach. You’re trying to balance gaining income while giving value to your audience.
That said, you also have to actually know what you can offer. Generally, shorter episodes also have less ad space, so always consider episode length and format.
Also, unlike what people usually expect, you don’t actually have to get a ton of sponsors. The best practice is one to two brands per episode.
4 Strategies for finding podcast sponsors
Finding high-quality podcast sponsors requires more than a few emails. Here are four strategies proven to work:
- Know your audience: Make a list of products or brands your audience uses or mentions.
- Research companies advertising in your area: Listen for sponsors on similar podcasts in your niche.
- Use podcast advertising marketplaces: List your shows and connect with brands via platforms like AdvertiseCast, Podcorn, and Podchaser.
- Join podcast networks and directories: Check out Google Podcasts, Apple Podcasts, and iHeartRadio, where sponsors actively search for shows to partner with.
How to Get Podcast Sponsorship
Preparation is important for a winning pitch. Here’s a step-by-step guide to secure a podcast sponsorship:
- Prepare a media kit: Include your show details, audience demographics, number of downloads, and engagement metrics. Attach or link your best podcast episode.
- Learn about your potential sponsor: Understand their marketing goals, target audience, and current advertising strategies.
- Write a personalized email: Open with why you admire their brand and how you’d like to collaborate. Explain why you’d be a good fit.
- Detail what you offer: Give specific details like ad placements, extra promos, and listener engagement stats.
- Provide clear steps: Make it easy for them to say yes, and suggest a call or meeting to discuss further.
How to get sponsors for a podcast
Negotiating with a sponsor can be intimidating, but it doesn’t have to be. Here’s how you can negotiate with ease:
- Know your worth: Calculate your baseline rates based on download numbers, engagement, and niche value.
- Be clear about what’s included: Detail the number of ads, type of promotion, and extra features you’re offering.
- Understand the sponsor’s goals: Are they focused on brand awareness, direct sales, or something else? Propose the type of ad and placement that will work best.
- Propose alternate structures: If their budget is limited, offer short-term deals or reduced spots instead of letting them walk away.
- Get everything in writing: Draft a sponsorship agreement with payment terms, deliverables, timeline, performance expectations, and exit clauses for both parties.
Tips for successful podcast sponsorships
A good relationship with sponsors starts with authenticity. When you genuinely benefit from each other, both of you grow.
Here are other tips you can apply:
- Make genuine recommendations: Partner with brands you believe in or already use.
- Use host-read ads: Conversational ads that sound like a friendly recommendation are more convincing.
- Be transparent: Always disclose sponsored content. This makes listeners feel like you’re honest with them and respect their time.
- Track results: Use affiliate codes or unique landing pages so you know exactly how your sponsorship campaigns perform.
- Communicate regularly: Send them updates on campaign performance, share positive listener feedback about their product.
5 Common podcast sponsorship mistakes
Many podcasters make avoidable errors that cost them deals or damage their shows. Here are some common errors to watch out for:
- Not knowing your audience avatar: If you don’t know who your ideal listeners are, you can’t effectively match with the right sponsors.
- Sending generic pitches: Sending a proposal to just every company you find without customizing won’t make an impact and is likely to be a waste of time.
- Not following up persistently: One email rarely closes deals. Polite follow-ups after a few days show professionalism and persistence.
- Lacking a strong media kit or proposal: Don’t make sponsors ask for every single detail. Give them all the information they need immediately.
- Doubting your numbers: You don’t always need massive download figures to attract sponsors. Highly engaged niche audiences offer tremendous value.
For beginners, a big mistake is trying too early. There are faster and easier ways to generate revenue that don’t require big download numbers immediately (e.g., affiliate marketing).
How Much Do Podcast Sponsors Pay?
Podcast sponsor payments vary based on your audience size, niche, engagement levels, ad placement, and deal structure. Understanding typical rates helps you set fair prices and recognize lowball offers.
You can also consider how much it costs to start a podcast. Knowing production costs can help you set income targets.
Let’s dive more into pricing models and how to make sure you price your rates well.
How much to charge for podcast sponsorship
Most beginners undervalue themselves or lack the confidence to assert their rates. Make sure you’re getting a sweet deal with these pricing tips:
- Assess your numbers: Check average downloads per episode from the past 30 days.
- Consider engagement quality: More reviews and emails, and higher ratings command higher rates.
- Factor in your niche specificity: More targeted shows with highly engaged listeners can charge more than just general podcasts.
- Adjust for ad placement: Mid-roll ads have premium pricing because they play when you have the audience’s attention.
- Offer package pricing: Provide longer-term deals or bundled promotional options.
How much does it cost to sponsor a podcast?
Depending on your size and growth, your sponsorship fees vary. Here’s a general breakdown:
- Small podcasts: $100-$500 per episode
- Medium podcasts: $500-$2,000 per episode
- Large podcasts: $2,000-$10,000+ per episode
How much does podcast sponsorship cost?
If you’re following CPMs, these are the typical rates depending on the ad type you offer:
- Pre-roll ads: $15-25
- Mid-roll ads: $25-$50
- Post-roll ads: $10-$20
That means that for mid-roll ads on an episode with 10,000 downloads, you can earn $250-$500.
31 Podcast Sponsorship Examples
Seeing real-world examples helps you understand what successful podcast sponsorships look like across different industries and show sizes. Learning from established sponsors can inspire your own partnerships.
Let’s look at some examples of top brands that sponsor podcast shows and their strategies.
Podcast sponsors list
Here’s a list of podcast sponsors, the types of podcasts they advertise on, and their goals:
- BetterHelp: Works with mental health, personal development, and wellness podcasts. Connects people with licensed therapists.
- Shopify: Partners with entrepreneurship, business, and marketing podcasts to reach people building online businesses.
- Squarespace: Sponsors creative, business, and technology podcasts to promote their website-building tools.
- AG1: Focuses on health, fitness, and productivity podcasts, targeting health-conscious listeners.
- HelloFresh: Appears on lifestyle, family, and cooking podcasts to reach busy people looking for convenient meal solutions.
- Stamps.com and Pitney Bowes: Work with business and entrepreneurship podcasts to help small business owners handle shipping and postage more efficiently.
- ZipRecruiter: Sponsors business and career-focused podcasts to connect employers with job seekers.
- SimpliSafe: Partners with true crime and home improvement podcasts to reach people interested in home security solutions.
- Audible: Appears across virtually all podcast genres, promoting their audiobook and podcast subscription service.
- MeUndies: Works with comedy and lifestyle podcasts to reach younger audiences with their direct-to-consumer underwear and loungewear brand.
- Rocket Mortgage: Sponsors finance and lifestyle podcasts to connect with potential home buyers and refinancers.
- ExpressVPN: Focuses on technology and privacy-focused podcasts, marketing their virtual private network service.
- Blue Apron: Partners with food and lifestyle podcasts to promote their meal kit service.
- Casper Mattress: Built its brand largely through podcast advertising, working with various genres to reach people in the market for better sleep solutions.
- Dollar Shave Club: Partners with comedy and men’s lifestyle podcasts.
- Geico: Maintains a broad podcast presence across genres, using podcast ads to supplement its traditional advertising.
- State Farm: Uses podcasts to reach audiences with insurance and financial services messaging across multiple show types.
- Capital One: Sponsors business and finance podcasts to promote their banking and credit card products.
- Hyundai: Uses podcast sponsorships to reach car shoppers, particularly in sports and technology podcasts.
- FanDuel: Dominates sports podcast advertising, targeting sports fans.
- Quince: Focuses on fashion and lifestyle podcasts, promoting their direct-to-consumer clothing and home goods.
- Amazon: Maintains extensive podcast sponsorship across genres to drive general awareness and specific product category sales.
- Mint Mobile: Uses humor-focused podcasts to promote their low-cost mobile phone service.
- T-Mobile: Sponsors technology and general interest podcasts to promote their wireless services.
- Uber Eats: Works with food and comedy podcasts to drive food delivery orders.
- Unilever: Sponsors podcasts across numerous categories, from personal care to food products.
- Purple Mattress: Boosts brand awareness through podcast advertising in sleep, health, and lifestyle podcasts.
- Brooklinen: Partners with home and lifestyle podcasts to sell their direct-to-consumer bedding and home textile products.
- Trade Coffee: Works with culture and lifestyle podcasts to connect coffee enthusiasts with specialty roasters.
- Calm: Sponsors wellness, mental health, and productivity podcasts to promote their meditation and sleep app.
- Headspace: Works with health and wellness podcasts to reach audiences interested in mindfulness and mental health tools.
Podcast Sponsorship Template
Having professional templates ready streamlines the sponsorship process and makes you look polished to potential sponsors.
Here are essential templates you will use throughout your sponsorship journey:
Podcast sponsorship email template
Make the first move by customizing this email template and sending it out:
Subject: Sponsorship Opportunity with [Your podcast name]
Hello [Contact name],
My name is [Name], host of [Podcast name], a show reaching [number] listeners per [week/month]. I’m excited to explore a partnership because your [product/service] fits perfectly with our audience ([describe audience]).
Would you be open to a short call to discuss sponsorship? I’ve attached our media kit for more information.
Looking forward to connecting.
Best regards,
[Your name]
[Your podcast name]
[Contact information]
[Podcast website]
Podcast sponsorship packages PDF
When crafting a podcast sponsorship package, follow this PDF template so you don’t have to start from scratch:
[Podcast name] Sponsorship Packages
About our podcast
[Podcast name] is a [description] serving [target audience]. We release [frequency] episodes featuring [content type]. Our listeners are [demographic and psychographic details].
Audience Metrics
- Average downloads per episode:
- Total subscribers:
- Email list size:
- Social media followers: [breakdown by platform]
- Listener demographics: [age, location, industry, income]
Bronze Package – $[Price]
- One 30-second pre-roll ad per episode
- Mention in episode description
- [Number] episodes
Silver Package – $[Price]
- One 30-second pre-roll ad per episode
- One 60-second mid-roll ad per episode
- Mention in episode description and show notes
- Social media mention (1 per month)
- [Number] episodes
Gold Package – $[Price]
- One 30-second pre-roll ad per episode
- One 60-second mid-roll ad per episode
- Dedicated segment or interview opportunity
- Mentions in episode description and show notes
- Weekly social media mentions
- Email newsletter feature
- Banner ad on website
- [Number] episodes
- Category exclusivity
Additional offers:
- Dedicated bonus episode: $[price]
- Extended mid-roll (90 seconds): $[price]
- Social media package: $[price]
- Email newsletter dedicated send: $[price]
Contact information
You can find or message me at [your details].
Podcast sponsorship contract template
Use this template to create a contract between you and your sponsors:
Podcast Sponsorship Agreement
This agreement is made on [Date] between [Your name/Business name] (“Podcaster”) and [Sponsor company name] (“Sponsor”).
I. Services
Podcaster agrees to provide the following advertising services for Sponsor:
- [Specific ad placements, lengths, and positions]
- [Number] of episodes
- [Any additional promotional elements]
II. Terms
This agreement begins on [Start date] and continues through [End date], covering episodes released during this period.
III. Payment
Sponsor agrees to pay Podcaster [Amount] according to the following schedule:
- [Payment terms and schedule]
- Payment method: [details]
IV. Ad content
[Who provides ad copy, approval process, revision policy]
V. Performance reporting
Podcaster will provide Sponsor with [specific metrics] by [frequency].
VI. Exclusivity
[Any category exclusivity terms]
VII. Cancellation
Either party may cancel this agreement with [number] days written notice. [Details about payment for completed work]
VIII. Liability
[Standard liability and warranty clauses]
IX. Amendments
Changes to this agreement must be made in writing and signed by both parties.
Podcaster signature: _____________________ Date: _______
Sponsor signature: _____________________ Date: _______
Podcast Sponsorship Proposal Template
A comprehensive proposal helps you present your show professionally to potential sponsors. This template guides you through creating compelling proposals that sponsors take seriously.
Podcast sponsorship proposal PDF
Here’s a straightforward and complete template you can customize when preparing a podcast sponsorship proposal:
[Podcast name] Sponsorship Proposal
I. Introduction
Hi [Sponsor’s name],
I’m [Name], host of [podcast name], a show dedicated to [briefly describe your podcast theme or niche].
We’re reaching out because we believe your brand aligns perfectly with our audience and mission. Our listeners trust our recommendations, and we’d love to collaborate with [Sponsor’s brand] to bring them even more value.
II. About the podcast
- Category:
- Launch date:
- Publishing schedule:
- Average episode length:
III. Audience overview
- Total downloads:
- Average listens per episode:
- Audience demographics:
- Age range:
- Gender:
- Location: [Top countries or cities]
- Interests:
- Listener engagement: X% listen through rate, X% social media engagement
IV. Sponsorship opportunities
[List down your ad rates and offers.]
V. Testimonials
[List any previous brand collaborations or include listener testimonials to show impact.]
VI. Collaboration details
We’d love to discuss how we can help promote [Sponsor brand] through our upcoming episodes.
Please find our media kit attached for more details.
Let’s connect to explore a custom sponsorship plan that fits your goals and budget.
Contact Information:
[Full name]
[Podcast name]
[Email address]
[Website or social media links]
How to Sponsor a Podcast
From the advertiser’s perspective, sponsoring a podcast can deliver excellent returns. Here’s their typical process when looking for shows to sponsor:
- Identify podcasts with your target audience: Look at directories like Talks, podcast networks, and podcast advertising platforms.
- Listen to candidate podcasts: Tune in to their episodes so you understand their tone, audience, and how the host handles sponsor messages.
- Request audience metrics and media kit: Check their numbers, but also go beyond and look at their relationship with listeners.
- Reach out to the podcast host: Be clear about your goals, budget, and what type of partnership you envision.
- Negotiate terms: Discuss ad length, placement, frequency, creative control, exclusivity, and performance tracking.
- Discuss ad creative: Provide clear messaging about your product or service, but allow the host creative freedom in delivery.
Who sponsors podcasts?
Any business can sponsor podcasts and help grow your show. If you’re looking for brands to pitch to, try the following:
- Podcast advertising networks
- Podcast directories and networks
- Social platforms and LinkedIn
- Industry events and associations
- Your existing contacts and business partners
Learn more about other aspects of podcasting 101 and how to start a podcast with a business plan.
Find the Right Connections
Podcast sponsorship proves that with the right connections, you can grow your show. Monetize and scale in a way that helps you sustain your podcasting career.
Sponsors are not the only connections worth having. Finding the right podcast guests and inviting them over can make a significant impact on you.
One viral interview, one life-changing advice? All of these can make your podcast climb the charts easily.
Talks is the chance you’re looking for.
Get matched to industry experts and leaders with a quick setup of your profile.
With AI technology, you can find personalities who align with your show and book them within the platform.
Create your FREE Talks Creator Profile and Get Matching.
