Getting your podcast in front of the right sponsor can feel like throwing darts in the dark.
You know that the revenue potential is out there, but finding brands that actually want to pay for your show can feel impossible.
Here’s the thing: The right podcast sponsorship deal isn’t just about having massive download numbers.
It’s about understanding how sponsorships work, where to find potential sponsor opportunities, and how to pitch your show so brands see the value.
Think of it like building a team. You need players who fit your style and can help you win.
This article lists 31 podcast sponsors examples to start your search. Learn about their podcast sponsorship strategies and practical tips for pitching and finding your own sponsors.
What Is a Podcast Sponsorship?
A podcast sponsorship is a business arrangement where a brand pays you to promote their product or service on your show. The advertiser gets access to your highly engaged listener base, and you get paid for creating content.
But more than finding brands that are willing to pay, it’s your job as a host to find a good fit that will add value and resonate with your audience.
Unlike traditional advertising, podcast advertising feels personal. Your audience trusts you, so when you talk about a sponsor whose products and services align with your values, they listen.
How do podcast sponsors work?
Podcast sponsors work by paying podcasters to feature their brand in podcast episodes. This can happen through:
- Host-read ad placements: You personally talk about the product or service.
- Dynamic ad insertion: Ads are automatically placed by your hosting platform.
Podcast sponsorships work best when there is a natural fit. Brands want to reach niche audiences who will actually buy their products, and you want sponsors for your podcast that your listeners will appreciate.
31 Podcast Sponsors Examples
Want to see how sponsorships work for other shows? These podcast sponsor examples provide everything you need to know about how brands approach podcasting.
Agreements like this differ based on audience demographics, podcast type of ad placements, and campaign goals.
This will help you identify potential sponsors for your own show and see what makes a successful sponsorship.
1. Better Help: Popular podcast sponsors
BetterHelp is the top podcast advertiser in mental health services, working with self-improvement and wellness podcasts.
- Uses host-read mid-roll ad placements with personal healing stories.
- Relies on CPM pricing and promo codes to track conversions.
2. Squarespace
Squarespace sponsors creative and entrepreneurial podcasts targeting small business owners and freelancers.
- Structures deals as long-term partnerships with host-read ad spots.
- Generates an increase in web traffic through consistent mid-roll messaging.
3. AG1
AG1 focuses on health-conscious listeners across fitness and health shows.
- Uses podcast host testimonials with affiliate discount codes.
- Blends CPM payments with performance bonuses.
4. HelloFresh
HelloFresh reaches busy families and young professionals through lifestyle and parenting podcasts.
- Emphasizes meal kit convenience with personalized promo codes.
- Targets mid-roll placements and multi-episode package deals.
5. Audible
Audible takes a mass-market approach, advertising across diverse genres from true crime to comedy.
- Uses both pre-roll and mid-roll placements with a mix of dynamic ad insertion and host-read spots.
- Tests different formats, thanks to a big advertising budget.
6. Shopify
Shopify targets entrepreneurs and business owners on startup and tech podcasts.
- Integrates host-read ads with real case studies.
- Shows how B2B brands thrive when targeting the right shows.
7. State Farm
State Farm runs brand awareness campaigns across popular general consumer podcasts.
- Uses CPM-based pricing with simple messaging.
- Shows that traditional brands value podcast reach across different demographic groups.
8. Capital One
Capital One advertises on financial literacy and news podcasts targeting young professionals.
- Uses short pre-roll ads with clear messaging about no fees.
9. Grammarly: Podcast sponsors list
Grammarly sponsors professional development podcasts reaching writers, students, and business professionals.
- Promotes tone-awareness features with discount offers using host-read endorsements.
- Uses mid-roll ads to explain how the product or service improves workplace communication.
10. ZipRecruiter
ZipRecruiter focuses on business and career podcasts targeting both employers and job seekers.
- Uses mid-roll host-read ads with performance tracking.
- Structure includes CPM pricing and conversion bonuses.
11. Mint Mobile
Mint Mobile advertises across comedy and entertainment podcasts with cost-conscious audiences.
- Uses celebrity endorsements and value-focused messaging on affordable phone plans.
- Applies a conversational tone and humor to fit naturally into entertainment shows.
12. SimpliSafe
SimpliSafe reaches homeowners through true crime and storytelling podcasts.
- Offers free trials with host-read spots, including personal safety anecdotes.
- Taps into the emotional need to protect one’s family.
13. ARMA
ARMRA sponsors health and wellness podcasts targeting supplement users.
- Uses host testimonials with unique discount codes.
- Blends CPM payments with affiliate commissions for supplement users.
14. Salesforce
Salesforce takes a B2B approach, targeting business leadership podcasts with decision-makers.
- Uses multiple ad formats, including video, audio, and display, to reach executives.
- Focuses on highlighting the Customer 360 benefits.
15. MeUndies
MeUndies advertises on comedy and lifestyle podcasts, reaching young adults.
- Applies humor-based host-read spots to talk about unique selling points.
- Provides recurring discount codes to create memorable campaigns.
16. Brooklinen
Brooklinen sponsors home and lifestyle podcasts targeting quality-seeking homeowners.
- Runs seasonal promotions with host endorsements and discount codes.
- Builds loyalty with multi-episode sponsorships.
17. Monge: Podcast ads Spotify
Monge ran a creative two-part video campaign on Spotify targeting pet owners.
- Shifted from video ads on brand founder story to video takeover ads.
- Achieved a 1.13% click-through rate thanks to visual storytelling.
18. SIXT
SIXT promoted rental cars through audio ads paired with a road trip playlist on Spotify.
- Used audio ads paired with a road trip playlist.
- Reached 260K listeners with a 97% completion rate.
19. FARM Rio
FARM Rio promoted Brazilian fashion with audio ads enhanced by Canvas visual companions on Spotify.
- Exclusive discount codes generated 1.2 million impressions and 112 activated coupons.
20. Kimbo Coffee
Kimbo Coffee launched its e-commerce coffee pods with non-skippable audio ads across Spotify’s Italian market.
- Targeted the entire country with multiple ad versions to prevent ad fatigue.
21. Adobe Podcast
Adobe Podcast became a global sponsor at industry events targeting content creators and podcasters.
- Applied industry-specific targeting reached its target audience.
22. Mailchimp
Mailchimp famously sponsored the hit show Serial and tapped into mystery and storytelling audiences.
- Achieved a 50% boost in brand awareness.
- Shows how leveraging breakout shows can pay off. Check the Mel Robbins podcast sponsors list for more similar examples.
23. Google: Spotify podcast commercial
Google advertises tech products and services across Spotify.
- Uses high production pre-roll and mid-roll placements for product launches.
- Runs brand awareness campaigns targeting mass audiences.
24. Wells Fargo
Wells Fargo runs trust-building financial services campaigns on Spotify targeting banking customers.
- Applies CPM-based pricing to reach listeners interested in financial products.
- Runs polished commercials that emphasize security and reliability.
25. Procter and Gamble
Procter and Gamble advertises multiple consumer good brands across Spotify’s broad audience.
- Leverages their massive brand portfolio to reach household consumers.
26. Hyundai
Hyundai runs seasonal automotive campaigns promoting test drives and new vehicle features.
- Targets commuters and car shoppers with time-sensitive promotional offers.
27. Uber Eats
Uber Eats advertises food delivery services, reaching urban dwellers and convenience-seeking audiences across entertainment podcasts.
- Implements discount campaigns with promo codes and time-sensitive offers.
28. LG Electronics
LG Electronics promotes consumer electronics and home appliances on Spotify, targeting tech enthusiasts.
- Runs seasonal sales campaigns with polished ads across podcast genres.
29. Oura Ring
Oura Ring uses podcast ads to engage with health-conscious listeners, athletes, and wellness enthusiasts.
- Partners with health, fitness, and personal development podcasts.
- Offers discount codes through host-read ads and long-term partnerships.
30. NordVPN
NordVPN is one of the most prolific podcast sponsors out there. They advertise across tech, politics, gaming, and lifestyle hosts.
- Uses both affiliate and influencer programs.
- Offers unique discount codes for better tracking.
31. Trade Coffee
Trade Coffee works with talk shows and lifestyle podcasts to reach coffee enthusiasts and professionals.
- Offers 40-50% off first orders with a personalized coffee matching quiz.
- Uses host-read testimonials about coffee quality and convenience.
How to Get a Podcast Sponsorship
Getting podcast sponsors starts with preparation. You need solid metrics showing your podcast audience size, demographics, and engagement before asking them to sponsor your show.
Here’s a step-by-step approach:
- Build your media kit: Create a deck or document that has your podcast’s number of downloads, listener demographics, engagement rates, and social media following.
- Research aligned brands: Study sponsors supporting podcasts similar to yours and have good relationships with them.
- Personalize every pitch: Show brands that you understand their goals and explain how your podcast can help them reach target customers.
- Start with a clear ask: Propose specific podcast sponsorship packages showing deliverables, costs, and success metrics.
- Follow up professionally: Send a friendly reminder after seven days while respecting boundaries
The key is treating sponsorship like a partnership. Think of it as offering sponsors a way to connect with potential customers and build relationships with audiences who trust your recommendations.
Check out our guide on podcast advertising examples to learn what successful sponsorship relations look like.
How to get sponsors for podcast shows
Finding sponsors that fit well for your podcast starts with knowing your audience. Successful sponsorships happen when they also provide a valuable experience for your listeners.
Some of the best places to find relevant sponsors include:
- Podcasts in your niche: See who’s already sponsoring podcasts with similar audiences.
- Personal brands you use: This makes your promotions authentic and believable.
- Conference sponsor lists: Look for brands with marketing budgets looking for specific industry exposure.
- Podcast advertising platforms: Explore marketplaces that connect you with potential sponsors like Podcorn, RedCircle, and Buzzsprout.
- Local businesses: Some small companies appreciate regional reach and would be open to pitches.
- Industry events and communities: Join podcaster groups where they can lead you to sponsorship referrals.
You can also check podcast monetization platforms and podcast advertising companies to find other ways to make money from your podcasts.
Podcast sponsor script example
The most effective sponsorship reads feel like recommendations from a friend, not advertisements.
Let’s look at some effective podcast sponsor script templates you can adapt for your show.
Pre-roll short format script:
“This episode is brought to you by [brand name]. [What they do]. [Key benefit]. Visit [website] and use code [CODE] to get [offer].”
Basic host-read mid-roll script:
“Before we continue, I want to tell you about today’s sponsor, [brand name]. I’ve been using [product] for [time period] and it has completely changed how I [specific benefit]. My listeners can get [discount amount] off using code [CODE] at [website].”
Story-based host-read script:
“Let me tell you about [brand name], today’s sponsor. Last month, I was [situation], and I needed [product category]. I tried [brand Name] and was surprised by [result]. The thing I love most is [benefit]. Visit [website] and use code [CODE].”
How Much Do Podcast Sponsors Pay?
When I assess sponsorships, I look at a number of factors like the length of the engagement, how the messaging aligns and what benefit they’ll bring to my audience. Aside from that, another top factor is their rates.
Podcast sponsors pay based on several models, with rates varying by placement, format, and audience size:
The industry practice for podcast advertising is to pay a certain rate for every 1,000 downloads (CPM). Here’s a rundown per ad type:
- Pre-roll ads: $15-$25 CPM
- Mid-roll ads: $25-$50 CPM
- Post-roll ads: $10-$20 CPM
- Dynamic placement ads: $5-$15 CPM
Aside from CPM, here are other pricing models that apply to podcast sponsorships:
- Flat-rate deals: No matter the number of listens, you get paid a set rate.
- Value-based: Pricing is based on audience quality over size.
- Affiliate deals: You get paid in commissions, and it is a good way to monetize your podcast as a beginner.
- Package deals: Aside from ads, you can include value like social media mentions and exclusive content to up your fees.
Connect and Scale Your Podcast
Podcast sponsors examples show you the blueprint for monetizing your podcast. They affirm the power of finding the right connections to grow your show.
Too busy to connect? It’s not just the sponsor you need to meet. Other personalities, like potential guests, can make a difference in your podcasting career.
Think of having a viral and meaningful interview. Having an expert who matches your show can make that dream happen.
But if you’re too busy to pitch or the process is too complicated for you, Talks makes everything easy.
Simple and streamlined, the platform searches for relevant guests on your behalf.
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