How to get podcast sponsors

How to get podcast sponsors featured image

If you’re running a podcast that’s suitable for monetisation, then sponsorship could be a great option for you to consider. But it can be an absolute nightmare learning how to get podcast sponsors if you’re new to this game.

So this is the purpose of this article; helping you understand your options, and how you can benefit from this monetisation avenue.

Getting sponsorship and advertising for your podcast is often seen as a go-to tool for generating revenue.

It’s not hard to understand why.

Having a brand name attached to your podcast can be seen as adding credibility to your own content.

It’s also a great way of covering your costs and time of producing the podcast.

But it’s not for everyone.

Here are some types of podcasts that might benefit from sponsorship

‘Thought leadership’ (speakers, entrepreneurs etc) 

Influencers with embedded following (YouTube, Radio DJs, TV personalities)

Independent businesses with certifications from household brands 

Purpose-driven creators 

While this is not an exhaustive list, those are the types of podcasts that lend themselves to sponsorship monetisation.

Options for podcasts that aren't listed above

There are a number of ways of generating revenue from your content when you’re a podcaster.

If you’re a business, whether solopreneur or a brand, my advice is usually going to be to leverage yourself as the product.

That means selling your services and using the podcast as the marketing platform.

Sponsorship usually entails selling your brand partner using the podcast as the marketing platform for them.

So you can now understand why sponsorship might not be ideal for a smaller business which relies on exposure for their own survival. Particularly if the revenue generated from the sponsorship is not substantial enough to be the main income for the business.

I go way more in-depth on the topic in this article, if you want to read it.

I still want to know how to get podcast sponsors - so help me!

I get it. You’re keen to get the lovely money in your bank account so you can get closer to achieving your dreams with your podcast.

But relax your tatas for a moment! Like with any aspect of business and marketing, you need to carefully plan to maximise your opportunities.

So what does that look like?

Step 1. Identify your ideal brand partner

Before you start thinking about approaching potential advertisers, you need to figure out which ones are aligned with your business in the first place.

For instance, you don’t want to accept sponsorship money from a company that’s known to finance weapon development if your a brand that’s known for campaigning for world peace. You’ll destroy all credibility for the sake of a couple of grand.

The brands you decide to work with need to be seamlessly associated with what you do.

This is why it’s so jarring to hear a podcast in a niche that has advertisers who have very little to do with the discussion topics.

I’m looking at you, Acast and Audioboom!

Step 2. Find out who the best contact is

If you want to avoid the dreaded delete folder of doom, this part is crucial! Do some research and find out exactly who makes the marketing decisions in the brand you’re targeting for sponsorship. And then find out the best way to contact them.

If that’s email, fine, drop them an email. But don’t be frightened to pick up the phone if you don’t get a response.

But before you do, see if they’re active on social media, and interact and engage with them there first. Build the relationship so they’re more likely to recognise the name when it flashes up in their inbox.

Step 3. Put together your ‘pitch’

Remember, you’re asking them to invest company money into your content. So you need to do what you can to ensure there are as few remaining questions as possible.

Things you’ll want to clarify up front:

  • What marketing messaging you’re offering them
  • How many listeners will likely hear that messaging
  • The minimum guaranteed listener number per episode (a consultant can help)
  • What results you can promise (and what you’ll do about if you can’t)
  • How you’ll continue to offer support in helping your advertiser reach their goals
  • What length of commitment they need to make to you

How I got a podcast sponsor myself

My method for getting a sponsor on one of my podcasts many years ago was a fairly long cycle of awareness and networking.

I used press releases on my podcast and built relationships with PR firms that way.

Once the PR firm was aware of me, they were able to connect me with potential collaborators for content.

One such collaborator was interested in using my podcast for sponsorship.

In hindsight, it wasn’t the right fit. The podcast was a fairly edgy, zany one, as was typical of my style back in the late 2010s.

The sponsor was a herbal calming product.

I don’t think anyone listening to my podcast was looking for content that would calm them!

And that is what I’m talking about when it comes to carefully thinking through your brand alignment.

A quick win solution - Captivate's built in sponsor kit

In truth, chasing after sponsorship can be a real drag. It’s the least fun aspect of running a podcast. Which, in all honesty, is why I don’t directly offer help with it as a service, externally.

Yes, I help my clients as much as I can, but there are people who are way more skilled at this than I am, and I’m happy for them to bear the burden of that task in return for financial rewards for their time.

In truth, I’m yet to find a reliable and credible person I can recommend for this task.

The moment I do, I’ll update this article with a link to their details.

In the meantime, if you’re willing to take on this task yourself, or with some help, there is a quick win solution available.

All you’ll need to do to seize it, is move your podcast over to Captivate. I can help you with this.

And if you enlist my help with fully managed podcast management services, there will be no charge.

Once you’re on the platform, you’ll have access to the kit.

Here’s a sneak preview of it.

Example of how to get podcast sponsors - sponsor kit from Captivate

Incidentally, if you’re a brand in the outdoor industry, I highly recommend you sponsor this podcast. Here’s the link to the “Rock Fight” website to find out more.


Personalise your pitch

While getting the above sponsor kit is a super simple, quick way to get a pitch deck together for potential podcast sponsors, nothing beats a thorough and personalised approach.

Here’s how to maximise your chances of a “yes”!

  • Understand Their Brand’s Values and Goals

Show that you’ve done your homework.

Highlight how your podcast aligns with their brand’s values and goals.

  • Showcase Your Audience’s Engagement

Instead of just sharing the number of downloads or listeners, present metrics that demonstrate your audience’s engagement.

Mention listener interactions, social media shares, or specific feedback that shows how much your audience trusts and values your content.

  • Provide a Creative Sponsorship Idea 

Go beyond traditional ad spots.

Suggest creative integrations such as branded segments, co-hosting opportunities, or custom content that fits naturally into your show.

  • Offer a Trial Period 

Propose a short-term trial sponsorship. This lowers the risk for the sponsor and gives you a chance to prove the value of your podcast partnership.

A ‘win-win’, to quote the sales gurus.

  • Highlight Successful Case Studies 

If you’ve had previous sponsors, showcase the results.

Share specific examples of how past sponsors benefited from collaborating with your podcast.

My biggest tip - create a podcast worth sponsoring

All of this strategy is absolutely pointless, if your podcast isn’t worthy of sponsorship.

If your podcast sounds objectively unlistenable, how can you expect to get paid for it?

If you’re not getting anywhere near an attractive audience, how can you offer an incentive that’s worth their while?

Here’s my suggestion for taking next steps to make sponsorship a viable monetisation option for you.

Suggested tips for making your podcast sponsor-worthy

Get a professional objective opinion on your podcast (my audits help)

If the

podcast is professionally deemed suitable but doesn’t have the audience to match, consider growth options. I have a service that helps with this. 

(And the client testimonials to back it up!)

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