How to Get Podcast Sponsorship

Are you looking into getting your first podcast sponsorship deal? Podcast sponsorship is one of the most effective ways to monetize a podcast. It is where brands pay to advertise on your show in exchange for access to your engaged audience. Just listen to some of the best podcasts for entrepreneurs as see how the pro-podcasters weave sponsored ads seamlessly into their episodes.

Sponsorship offers a win-win opportunity. Podcasters receive financial support to grow and sustain their show, while brands gain a direct line to a highly targeted audience that aligns with their products or services. Whether you’re a seasoned podcaster or just starting, securing a podcast sponsorship agreement can help you turn your content into a profitable venture.

Learn how to get podcast sponsorship, the different types of sponsorship, and which might be best for your show. We have crafted a step-by-step guide on attracting and securing sponsors, including insights into podcast sponsorship rates and how much you can charge.

Begin your journey to securing the right sponsorships and maximizing your podcast’s earning potential!

What Is Podcast Sponsorship?

Podcast sponsorship is a monetization model where brands pay podcasters to promote their products or services within an episode. This is typically done through ads that the host reads (host-read ads) or pre-recorded messages inserted at various points in the podcast.

Sponsorships allow podcasters to generate revenue without directly charging their audience while giving brands access to engaged, niche audiences.

While podcast sponsorship is a popular way to monetize a show, it’s not the only option. There are several monetization strategies you can implement to make money podcasting, like:

• Listener donations

• Paid memberships and subscriptions

• Affiliate marketing

• Merchandise sales

However, podcast sponsorship is a win-win for both creators and advertisers. It is one of the most effective ways to monetize a podcast. Here are some of the key benefits of podcast sponsorship deals for both podcasters and brands:

Types of Podcast Sponsorship

Podcast sponsorship comes in various forms, allowing podcasters and brands to choose what works best for their audience and marketing goals. Podcasters can mix and match sponsorship types based on their audience, content style, and revenue goals.

Let's explore some of the most common types of podcast sponsorship you could implement into your show.

Pre-roll, Mid-roll, and Post-roll Ads

Sponsorship ads are typically inserted at different points within an episode:

• Pre-roll ads (beginning of the episode)

  • Short (15–30 seconds) and played before the main content starts.

  • Less intrusive but may be skipped by some listeners.

• Mid-roll ads (middle of the episode)

  • Typically 30–60 seconds long and placed at a natural break in the content.

  • Considered the most effective ad placement due to high listener retention.

• Post-roll ads (end of the episode)

  • Usually 15–30 seconds and played after the main content.

  • Less valuable to sponsors since fewer listeners make it to the end.

Industry-standard pricing for these ads is often based on CPM (Cost Per Mille), meaning sponsors pay a set amount per 1,000 downloads.

Baked-in vs. Dynamically Inserted Ads

Baked-in ads are recorded as part of the episode and remain in the content permanently. They provide long-term exposure for brands but can become outdated over time. This type of podcast ad typically comes across as authentic and seamless to podcast listeners.

Dynamic ads offer a lot more flexibility for sponsors and also allow podcasters to sell their ad slots repeatedly. They are placed within a podcast episode using ad servers, like Transistor or Podigee. These ads can be changed or rotated across different episodes depending on the podcast sponsorship agreement.

Dynamically inserted ads are ideal for large podcasts or those with evergreen content that remains relevant over time.

Affiliate Sponsorships

Affiliate marketing is a commission-based strategy. Instead of receiving upfront payment, podcasters promote a brand’s product or service using a unique affiliate link or promo code. Earnings are based on a commission for each sale or sign-up generated through the podcast.

This works best for podcasters with a highly engaged audience that trusts their recommendations.

For example, Honestly Unbalanced is a health and wellbeing podcast that promotes Healf (an expert-validated wellbeing brand), where the podcaster gets a kickback off every sale made through their code.

Branded Content & Sponsored Episodes

Podcast sponsors can pay for an entire episode or segment. The podcast content will then revolve around the brand’s product or industry.

Unlike traditional ads, these sponsorships feel more integrated and natural. Often, branded content and sponsored episodes are used by companies that want to educate audiences rather than promote a product.

For instance, this would suit a financial podcast dedicating an episode to budgeting tips sponsored by a budgeting app.

Host-Read vs. Produced Ads

Host-read ads are the most common and most effective method of podcast advertising. This is as simple as it sounds. The podcast host reads the ad in their own voice and style, making it feel more personal and engaging.

Host-read ads often have higher conversion rates because listeners trust the podcaster’s recommendations. They can be scripted or semi-scripted but should align with the host’s natural tone.

Pre-recorded ads, however, are often created by the brand or a production team. Typically, these ads are highly polished. They don't have the same authority as a host-read ad and often feel less authentic.

Steps on How to Get Podcast Sponsorship

Securing podcast sponsorship requires preparation, outreach, and negotiation. Follow these steps to attract sponsors and build long-term partnerships.

1. Build an Engaged Audience

Sponsors want to invest in podcasts with an engaged and loyal audience, not just high download numbers. Therefore, a smaller but highly engaged audience is more valuable than a large, disengaged one.

A niche podcast with 5,000 highly engaged listeners may appeal more to sponsors than a general podcast with 20,000 casual listeners.

Start encouraging audience interaction and getting listeners to leave reviews, join social media discussions, and participate in Q&A sessions. This takes time, so stay consistent. You need to regularly publish episodes to build audience trust and attract sponsors.

2. Create a Podcast Media Kit

A media kit acts as your podcast’s resume. It showcases why sponsors should work with you. You need to keep the media kit visually appealing and easy to read. A well-designed PDF or webpage works best.

What to include in a media kit for a podcast sponsorship proposal:

• Podcast overview (topic, target audience, unique selling points)

• Listener demographics (age, location, interests)

• Download stats & engagement metrics (average downloads per episode, listener retention)

• Previous sponsorships (if any) & testimonials

• Sponsorship options (ad placements, pricing)

3. Research & Identify Potential Sponsors

Not all brands will be the right fit for your podcast. Focus on sponsors that align with your content and audience. Do your research thoroughly and look at brands that advertise on similar podcasts. If they already invest in podcast ads, they may be open to sponsoring yours!

Think about any products you already use. After all, you are an expert in your niche, so what you find useful may interest your listeners! If you already frequently mention a brand on your podcast, they might be interested in an official partnership.

4. Reach Out to Sponsors with a Strong Pitch

One of the simplest strategies is to contact the brand directly. What's the worst that can happen?

Once you have a list of potential sponsors, it’s time to send a compelling pitch. Your podcast sponsorship proposal should be well-structured, clear, and professional.

How to structure your outreach email:

1. Personalized introduction – Mention why you’re reaching out to this specific brand.

2. Highlight your audience – Explain why your listeners align with their target market.

3. Showcase results – Share key stats (e.g., downloads, engagement, past sponsorship success).

4. Offer sponsorship options – Mention available ad placements and pricing.

5. Call to action – Invite them to discuss further or set up a call.

5. Use Podcast Sponsorship Networks

If direct outreach feels overwhelming, you could consider using podcast ad networks that connect podcasters with advertisers. These platforms make it easier for brands to find you, but direct outreach can often yield better sponsorship deals.

Top podcast sponsorship networks:

• Podcorn – Matches podcasters with sponsors based on niche and audience size.

• ACast – A marketplace where sponsors can browse available podcasts.

• Gumball – An automated ad marketplace used by big brands.

6. Offer Flexible Sponsorship Packages

Sponsors appreciate flexibility. Instead of a one-size-fits-all approach, tailor your offerings to different budgets with package deals.

Tiered pricing can offer multiple sponsorship levels (e.g., a single pre-roll ad vs. a full episode sponsorship).

Bundle deals are packaged podcast ads with additional promotions (e.g., social media shoutouts, email newsletter mentions).

Trial partnerships offer a short-term sponsorship before committing to a long-term deal.

7. Negotiate Podcast Sponsorship Rates & Finalize Agreements

Once a sponsor is interested, it’s time to discuss pricing and finalize a deal. Several factors influence a podcast sponsorship agreement, including the audience size and engagement level, ad placement within the episode, and length and exclusivity of the deal.

Podcast sponsorship rates are typically based on CPM (Cost Per Mille), which means the amount a sponsor pays per 1,000 downloads of an episode. However, some sponsorships also use flat fees or CPA (Cost Per Acquisition) models. Below is a breakdown of the various podcast sponsorship rates you could explore.

It pays off taking your time to research your potential earnings while also looking at what other podcast shows are charging. Influencer Marketing Hub has a useful free podcast revenue calculator tool that can give you a quick idea on potential podcast earnings.

CPM-Based Pricing (Most Common Model)

CPM is the most widely used pricing model. It is based on the number of downloads per episode (within 30 days of release). Standard industry rates vary based on ad placement:

For example, if your podcast gets 10,000 downloads per episode and a sponsor pays $30 CPM for a mid-roll ad, you’d earn $300 per episode.

*Podcast sponsorship rate examples based on data from getting started with Gumball. Remember, if you have a highly engaged audience creating big impressions and high downloads, you can ask for a higher rate, especially if you are recording a host-read ad!

The figures above are just examples; however, you can charge a lot more than this. It is your podcast, and pricing needs to be correlated with the return on investment you are able to offer.

Flat-Fee Sponsorships

Some sponsors prefer a fixed price rather than CPM-based deals. This is common for niche podcasts with highly engaged audiences, even if their overall download numbers are lower. Flat fees typically range from $100 – $2,500 per episode, depending on factors like:

• Audience engagement & listener loyalty

• Brand relevance to the podcast’s niche

• Exclusivity (e.g., only promoting one sponsor per episode)

CPA (Cost Per Acquisition) & Affiliate Sponsorships

Instead of paying upfront, some brands pay based on performance—the number of conversions (sign-ups, purchases, etc.) generated through the podcast. Typical commission rates range between 10% – 30% per sale (for e-commerce brands) or $5 – $50 per sign-up (for services like subscriptions or software trials).

Sponsored Episodes & Branded Content

Some brands sponsor an entire episode or have a dedicated branded segment within the show. Sponsored episode rates typically range from $300 – $10,000+, depending on the podcast’s reach and niche, length and depth of brand integration, and whether the sponsor gets exclusivity.

8. Deliver High-Quality Sponsorship Integrations

Once you secure a sponsor, your job isn’t over! Ensure you provide high-quality ads that deliver value to both the brand and your listeners. You need to keep your sponsor happy! If you deliver great results, sponsors are more likely to return for future campaigns.

Make your host-read ads engaging. Tell a personal story about the product instead of reading a dry script. And be sure the integration is seamless, ads should feel like a natural part of your episode.

Remember to track the performance of your ads. This provides sponsors with listener feedback, engagement metrics, and any relevant data. You can also use this information in your next podcast sponsorship proposal.

Common Mistakes to Avoid in Podcast Sponsorship

Securing sponsorships is a great way to monetize your podcast, but making mistakes can hurt your earnings and your relationship with sponsors.

1. Choosing Sponsors That Don’t Fit Your Audience

One of the biggest mistakes podcasters make is accepting sponsorships from brands that don’t align with their audience’s interests. If the product or service isn’t relevant, your listeners won’t engage, and the sponsor won’t see a return on investment. Only partner with brands that match your podcast’s niche and audience demographics.

2. Overloading Episodes with Too Many Ads

Too many sponsorships in a single episode can turn listeners off and make the content feel overly commercial. If ads are too frequent, listeners might start skipping or tuning out altogether. Keep a balanced ad-to-content ratio. Most successful podcasts limit ads to one or two per episode.

3. Poorly Delivered or Unauthentic Ads

Host-read ads are powerful, but if they sound forced or scripted, they won’t resonate with listeners. Reading directly from a generic script without injecting personality can make the ad feel inauthentic. Personalize sponsorship messages and share experiences, testimonials, or creative storytelling.

4. Underpricing Sponsorship Deals

Some podcasters undervalue their audience and accept low sponsorship rates. This can lead to long-term underpayment and make it harder to raise rates in the future. Know your worth! Calculate fair sponsorship rates based on industry benchmarks and your podcast’s engagement level.

5. Not Providing Sponsors with Performance Metrics

Sponsors expect insights into how their ads performed, and failing to provide data can make it harder to renew deals. Metrics like downloads, listener engagement, and promo code redemptions are essential for proving ROI. Track and share key data points, including number of downloads for sponsored episodes, click-through rates (if using trackable links), and promo code usage (if applicable).

6. Ignoring Long-Term Sponsorship Opportunities

Many podcasters focus on one-off deals instead of securing long-term sponsorship contracts. Consistent sponsorships offer more stable revenue and better brand integration over time. Offer discounted bulk deals (e.g., 3-month sponsorship packages) to encourage longer commitments.

7. Not Having a Clear Sponsorship Agreement

Verbal agreements or informal arrangements can lead to misunderstandings or missed payments. Disputes over ad placement, content, or payment terms can arise without a clear contract. Always use a sponsorship agreement that outlines payment terms, ad placement and length, performance expectations, and exclusivity clauses.

Are You Ready To Jump Into Podcast Sponsorship?

Podcast sponsorship is a powerful way to monetize your show, providing financial support while helping brands connect with your engaged audience. By understanding the different types of sponsorship, setting the right rates, and crafting a compelling sponsorship pitch, you can attract the right sponsors and build lasting partnerships.

The key to success is being proactive—don’t wait for sponsors to come to you. Research potential brands, refine your pitch, and showcase the value of your audience. At the same time, remember that sponsorship isn’t the only monetization strategy. Other options like listener donations, paid memberships, affiliate marketing, and selling your own products or services can also help you generate income from your podcast.

You don't have to do this alone. A podcast agency can help you and guide you in finding podcast sponsorship deals. If you’re unsure where to start or need expert guidance, Saspod is here to help. Whether you need support crafting a sponsorship pitch, negotiating rates, or exploring other monetization strategies, our team can provide the insights you need. Get in touch with Saspod today to take your podcast monetization to the next level!