“We should totally do a podcast together”. Given that there are over 464 million listeners worldwide, you have probably heard this sentence come up at least once.

Like so many that have “million dollar ideas”, there are a lot of people that think they have the next big-hit podcast idea.

This means that the podcasting world is saturated (there are currently 3 million podcasts globally).

That’s a lot of content.

And because technology makes it so easy to produce and download them, you have every genre available – News, True Crime, Sports, B2C (business-to-consumer), B2B (business-to-business), the list goes on.

What this ultimately means for making money in sponsorship is—you need to stand out in order to attract a sponsor.

So if you're stepping into this arena or are looking to enhance your existing podcast, grasping the nuances of securing sponsorship is crucial. This guide will empower you with practical insights and strategies to feel comfortable in the podcast sponsorship world.

But why focus on sponsorship?

If you’re here, you probably already know that content is king. So, securing sponsorship is not just about the money—it's about the partnerships that elevate your podcast's quality and reach.

They will provide your podcast episodes with greater authenticity and a wider audience. However, the journey to attract the right sponsors and craft the right pitch can be met with challenges.

This guide will help you understand that sponsors are there for more than just money—you will want to find ones that align with ones that resonate with your content and audience. This strategic alignment ensures that the sponsorship enhance listener experience and add value, maintaining your podcast’s integrity and authenticity.

TL;DR

This guide will outline the steps to identify sponsors that match your podcast’s niche, develop persuasive pitches that speak to potential sponsors, and foster relationships that help you lock in long-term partnerships. By the end of this guide, you'll have a clear roadmap to transform how you approach podcast sponsorship, turning them into strategic partnerships.

Let’s explore how to pinpoint potential sponsors who are the perfect match for your podcast, create pitches that make a lasting impression, and build enduring partnerships that benefit everyone involved.

Table of contents

How to get sponsors for your podcast

Podcast sponsorship explained

Strategies to identify potential sponsors that align with your podcast

How much do sponsors pay podcasters?

Improve engagement (and sponsorship) with AudiencePlus

How to get sponsors for your podcast

The big question that brought you here-–how on earth do you get a sponsor for your podcast?

This can initially seem daunting, but with a strategic approach, you can unlock potential partnerships that may have seemed impossible.

This section will get into the essential steps you need to take to secure sponsors that are a perfect match. Let’s get into them:

Step #1: Identify what sets your podcast apart

This first step is so crucial—probably the most crucial. You need to understand and articulate what makes your podcast unique.

Think about your content's niche, your audience's demographics, and what distinguishes your podcast from others in the market. This unique selling point (USP) will be the cornerstone of your sponsorship pitches, as it tells a sponsor why it should choose your podcast over anyone else in the market.

Step #2: Research potential sponsors

Once you know your podcast’s strengths, the next step is to find companies whose products, services, and brand values align with your audience and content.

Leverage your professional network: Make this step easy on yourself and tap into your existing contacts. Networking can lead to introductions and referrals, which is often the most effective way to connect with potential sponsors.

If you don’t have a big network to tap into, then attend industry conferences, join online communities, and participate in forums related to your podcast's theme to expand your network.

Side note: We will go over this more in-depth in the “How to identify potential sponsors that align with your podcast” section below.

Step #3: Craft and send a proposal pitch

After you’ve narrowed down a list of potential sponsors, it's time to craft your pitch. Your proposal should clearly show how the sponsorship will benefit them, backed by data on your audience's size, engagement levels, and demographics (these can be easily located on most hosting platforms or first-party data tools).

Elements to include in your pitch deck:

Your pitch deck should include:

• A brief introduction to your podcast and its mission.

• Audience statistics and insights.

• Details on the types of sponsorship packages available.

• Testimonials or case studies if available.

Proposal template:

Think about creating a standardized proposal template that can be customized for each potential sponsor. This template should be professional and visually appealing, making a strong case for why a partnership with your podcast is worth it.

This will save you time and allow you to pitch at scale.

Step #4: Sending follow-ups, as needed

Persistence is key; don’t hesitate to follow up with potential sponsors.

A gentle reminder can keep your proposal at the top of their minds, showing your enthusiasm and dedication to forming a partnership. Just be sure you always remain professional and courteous, giving them enough time to review your proposal before reaching out.

Step#5: Establish long-term partnerships

Finally, think of every sponsorship as the start of a long-term relationship. Discuss how you and your sponsor can grow together, and be open to feedback and adjustments as the partnership evolves.

By following these steps, you'll set the solid foundation needed for attracting and securing sponsors for your podcast. Next, we'll explore the different models of podcast sponsorship and how to choose the right one for your show.

Podcast Sponsorship Explained

There are a lot of different elements to the podcast-sponsor relationship and navigating it sometimes can feel a little tricky. This section will give you a look at what podcast sponsorship is all about, the different models available, and how to best integrate sponsorship ads into your episodes.

Read on to fully grasp this unique relationship.

Understanding Different Sponsorship Models

Podcast sponsorship can vary significantly in structure and compensation, with each monetization model offering its own advantages and challenges.

Here’s a breakdown of the most common types:

CPM (Cost Per Mille): The CPM model pays you based on the number of impressions (per thousand) your podcast generates. This model is straightforward and is often used for podcasts with large audiences. It is ideal for sponsors focused on brand exposure.

Affiliate sponsorship: In affiliate models, you earn a commission for each action taken by your audience, typically a purchase, using a specific code or link provided by the sponsor. This model works well for podcasts that boast highly engaged audiences willing to support their sponsors.

Value-Based sponsorship: Value-based sponsorship are negotiated based on the perceived value the sponsor believes they’ll get from the partnership, rather than fixed rates or commissions. This model requires a deep understanding of both your podcast's value and the sponsor's goals, but it can lead to more customized and potentially lucrative agreements.

Tailoring content for sponsorship vs. advertising

Something to consider when integrating sponsors into your podcast: think about how they affect your content.

Unlike traditional advertising, which can sometimes feel intrusive, sponsorship should feel like a natural extension of your podcast—you want to make podcast advertising feel as organic as possible. It will maintain the quality of your listener's experience and enhance the authenticity of the endorsements.

What is a podcast ad network?

If you are having trouble finding revenue sources for your podcast, it could be worth looking into a podcast ad network. It will act as an intermediary between you and advertisers, helping to match your podcast with appropriate sponsors.

Joining an ad network can simplify the process of finding sponsors and streamline the download process, especially for newer or smaller podcasts. These networks negotiate deals, manage relationships, and sometimes provide production support for sponsored content.

See the Spotify ad network below:

Just note that the network will most likely take some cut out of the revenue generated from your sponsor.

Where to put your sponsorship ads

This is a great problem to have: you have someone wanting to inject money into your podcast, but now, where do you place it within your content so that it feels seamless and organic?

The placement of these ads can significantly impact their effectiveness. Here are the common placements within an episode—think about which works best for your flow:

• Pre-roll ads are placed at the beginning of the episode and are typically 15-30 seconds long. They’re effective because listeners are highly engaged at the start.

• Mid-roll ads appear halfway through the episode and are usually longer, up to 60 seconds. They work well because they catch listeners when they are deeply invested in the content.

• Post-roll ads are at the end of the episode. While they are the least engaging, they can be effective for loyal listeners who stick around till the end.

By understanding these fundamentals of podcasting, you can better understand the world of sponsorship. This means you can choose the models and ad placements that best fit your podcast episodes style and your audience’s preferences.

Now that you have these fundamentals down, it’s time to identify potential sponsors that are aligned with your podcast’s content and audience.

Strategies to identify potential sponsors that align with your podcast

Unfortunately, finding the right sponsors for your podcast involves more than just reaching out to any company with a marketing budget (how nice would that be, though).

The work comes in finding companies that resonate with your podcast's niche, values, and audience demographics. No worries though, this section will guide you through the strategies to research and identify ideal sponsors who are most likely to form a mutually beneficial partnership with your podcast.

Understand your audience

The first step in identifying potential sponsors is to have a deep understanding of who listens to your podcast.

Analyze your listener demographics, interests, and behaviors. This information is crucial because it helps you identify brands that share similar target audiences. First-party data (which tools like AudiencePlus can help with) is crucial in painting a clear picture of your audience.

Analyze your content

When thinking about your potential sponsors, you will want to assess the themes, topics, and overall vibe of your podcast. This helps in pinpointing companies whose products or services align with the content you produce.

For example, a tech-focused podcast might attract sponsors from the software industry, while a health and wellness podcast could be appealing to fitness brands or nutritional supplement companies.

Research brands in your niche

One of the easiest ways to start your research is to look at companies that are already investing in podcasts similar to yours. Brands active in your niche are more likely to see the value in sponsoring your podcast as well. Social media listening and market research reports can give you insights into which brands engage with podcasting as part of their marketing strategies.

Network and attend industry events

If you want to get your name out there, think about attending industry events, both virtual and physical, related to your podcast’s theme. Engaging directly with brand representatives can lead to more personalized and effective sponsorship opportunities. Online communities, such as LinkedIn groups or forums, are also great places to connect with potential sponsors.

Examine competitor sponsors

If certain brands sponsor podcasts that are similar to yours, they might also be interested in your show. Analyzing your competitors’ sponsorship deals can give you a good idea of which brands are open to sponsoring podcasts and what kind of deals are possible.

Pitch directly to brands

Once you have identified potential sponsors, the next step is to reach out with a personalized pitch. Show how a partnership with your podcast can help them reach their target market more effectively. Emphasize the alignment between your audience and their brand, and detail the mutual benefits of such a partnership.

Be sure to also note that 60% of listeners have searched for a product from a podcast ad to help elevate your pitch.

Be ready to demonstrate value

Demonstrate how your content can integrate their brand messaging in a way that resonates with your audience. This includes sharing metrics like listener demographics, engagement rates, and examples of past successful sponsorship if available.

By using these strategies, you can effectively identify and approach potential sponsors that align well with your podcast’s content and audience, setting the stage for successful and sustainable sponsorship relationships.

But now that you have the strategies to attract a sponsor, aren’t you curious, about how much are they going to pay you? Check the section below for answers.

How much do sponsors pay podcasters?

There are a lot of reasons why you may be interested in sponsorship — but we are guessing the biggest one is revenue. This section breaks down the traditional sponsorship models and shows you the typical compensation rates, providing a clearer picture of what you can expect financially from your sponsorship deals.

Cost Per Mille (CPM): CPM, or cost per thousand listeners, is one of the most common pricing models used in podcast sponsorship. It’s straightforward and predictable, making it a preferred choice for many sponsors and podcasters alike. Rates can vary significantly based on the podcast's audience size, engagement level, and niche.

Generally, CPM rates for podcast ads can range from $18 to $50 for a 30-second ad, depending on these factors. Pre-roll and mid-roll slots often command higher prices due to their higher engagement rates. Also note that host-read ads vs. pre-recorded ads are more expensive as well.

Cost Per Acquisition (CPA): Cost per acquisition is another popular model, especially among sponsors whose primary goal is a direct response from the audience. Under this model, you are paid for each action the listeners take, such as making a purchase or signing up for a service using a specific promo code provided during your podcast.

CPA rates vary widely but are typically higher per acquisition compared to CPM, as they are directly linked to a conversion.

Referral commissions: Referral commissions work similarly to CPA but are focused on ongoing customer actions rather than a single conversion.

Podcasters earn a percentage of sales for each customer referred through their podcast. This model is particularly beneficial for podcasts with highly engaged audiences that trust the host’s recommendations.

Negotiating Your Rate

Now, a perfect scenario is that you get a bite. Someone is interested in sponsoring your podcast. But now you want to make sure you are getting the best rate possible: it’s time to negotiate.

When negotiating rates, consider your podcast's unique aspects—such as niche specificity, listener loyalty, and demographic appeal. These can leverage higher rates from sponsors who are a good fit. Also, be prepared to provide detailed metrics to potential sponsors, demonstrating your podcast's value and potential ROI on their investment.

Package Deals

Insider tip: Many podcasters and sponsors find value in creating package deals that include multiple episodes or a variety of promotional activities. This can include social media shout-outs, newsletter mentions, or interactive segments specifically tailored to the sponsor.

Package deals often result in better financial terms and a more integrated approach to sponsor content, enhancing the natural feel of the advertisements.

By understanding these sponsorship compensation models, you can better position your podcast to attract sponsorship deals that reflect your podcast's value and your audience's engagement.

Improve engagement (and sponsorship) with AudiencePlus

Imagine the sponsors you can attract with heightened engagement in your podcast. Regardless of even looking for sponsors, engagement from your audience is a goal in and of itself. And enhancing your podcast's engagement and attractiveness to sponsors can be significantly boosted by using the right tools.

This is where AudiencePlus comes in. It’s a tool that allows you to better understand your audience, tailor your content, and demonstrate tangible value to potential sponsors. Let’s show you how it works:

Leveraging first-party data

One of the biggest advantages of using AudiencePlus is its ability to collect and analyze first-party data from your listeners.

This data includes detailed insights into listener behavior, preferences, and demographics, which are invaluable for creating compelling pitches to potential sponsors. With this information, you can demonstrate a deep understanding of your audience, showing sponsors exactly who they will reach by partnering with your podcast.

Multi-format Content Management System (CMS)

AudiencePlus’s multi-format CMS allows you to showcase your podcast alongside other content types like articles, videos, and PDFs. This view of your content can be very appealing to sponsors, as it shows the diverse spaces their ads could live.

By presenting a unified content platform, you can attract sponsors looking for comprehensive digital marketing solutions that go beyond simple audio ads (and this equals more $$$).

Detailed audience engagement data

AudiencePlus allows you to download detailed metrics on how your audience interacts with your content.

This includes engagement rates, time spent on each episode, and listener growth over time. These metrics not only help you improve your content but also serve as powerful negotiation tools with sponsors.

You can prove that your podcast not only reaches a large audience but engages them deeply, which is a critical factor for sponsors.

Ready to take your podcast to the next level?
Request a demo of AudiencePlus today and start to enhance your listener engagement, attract more sponsors, and ultimately grow your podcast into a thriving business.

JK Sparks | About the Author

Head of Marketing, AudiencePlus

JK is allergic to the words “guru, ninja, and hack” when used to describe anything marketing related. Instead of chasing the latest “growth hack,” he’s focused on building sustainable and predictable levers that fuel long term success. By implementing this approach over the last decade, JK has helped organizations in both bootstrapped and well-funded environments scale from <$100K to more than $100M in revenue.
You can follow him here.