How To Get Podcast Sponsors in 2023 – That Pay Money

Josef Al-Duais
Josef Al-Duais
March 16, 2023

Are you looking for a way to monetize your podcast and build relationships with brands?

If so, securing podcast sponsors could be the answer.

Getting podcast sponsors is an effective way of making money and building long-term relationships with various brands.

With the right strategies, it’s not only possible but also easy to find potential sponsors who will be willing to invest in your show.

In this article, we’ll be discussing how you can attract more podcast sponsors and how best to use sponsored ads in your podcasts.

We’ll also go over some tips on how to negotiate better deals with potential partners as well as how you can maintain good relationships with current sponsors.

So if you’re ready, let’s dive right into it!

What is Podcast Sponsorship?

Podcast sponsorship is becoming a great way for podcast hosts to make money and for advertisers to reach their target audience.

It’s a win-win!

When you’re ready to monetize your podcast, the amount you get paid from podcast sponsorships all depends on the details of your agreement – specifically, the number of ads that run during each episode and what type of ad it is.

  • CPM (cost per mile, referring to 1000 impressions) With this type of sponsorship, an advertiser will provide a pre-agreed amount per 1K downloads of an episode.
  • CPA (cost per action). With this kind of sponsorship program, the brand effectively compensates their partners based on performance – each time a customer purchases from them using your unique referral code or link, they provide commission-style rewards to thank us for helping make it happen!

If you’re running podcast ads, make sure to check which payment type works best with your sponsors.

Whichever way you decide to go, podcast sponsorships are an easy and lucrative way to monetize your podcast

Step-by-Step Instructions to get a Podcast Sponsorship

1.) Reach Out to Sponsors Directly

Are you looking for how to get podcast sponsors?

Well, the first step is easy!

Reach out to them yourself. Of course, this may mean a lot of leg work, but it pays off to make direct contact with each potential sponsor and introduce yourself and your podcast.

This way you can let people know why your show would be a great fit for their business, whether it’s sponsorship opportunities or even just advertising spots on the show.

Plus it swings the door wide open for building relationships that could be beneficial down the line (especially when they see how engaging your podcast is).

2.) Partner With a Hosting Service

Podcasting can be a great way to make money and create connections, and the second step to getting podcast sponsors is to partner with a hosting service.

These services are like the podcast’s cozy abode on the internet!

They provide podcast makers with an array of tools to both create their podcast episodes and get those episodes out into the world.

Not only do podcast hosts help manage elements like listening statistics, but many will even facilitate monetizing your podcast through sponsorships if you’d like! Investing in podcast hosting will put you one step closer to podcasting success.

  1. Buzzsprout: Buzzsprout is like the Swiss Army knife of hosting services—it comes complete with all the tools you need to make your show successful.

    From their super helpful tutorials and learning materials to their outstanding customer service, they have everything covered. And best of all?

    It’s incredibly easy (and free!) to set up a podcast with them—no need for any technical know-how.


  2. unlimited storage and real-time analytics, you’ll know exactly who’s listening and how to adjust your content for maximum appeal.

    Plus, with a free podcasting website included in your package, you can help spread the word about your new show without breaking the bank.

    No need to worry about a complicated setup either; everything is easy to use and comes with step-by-step instructions for getting started quickly.


  3. Libsyn: Libsyn truly is the “one size fits all” of podcast hosting! For seasoned veterans, it offers a host of advanced features that can take your podcast to the next level.

    But don’t worry if you’ve never touched recording software in your life – they have plenty of tutorials to get your feet wet and a customer service team that is second to none

3.) Join a Podcast Network

If you have 5,000 to 10,000 downloads or more in an episode, then a podcast network is your best bet for making some serious cash.

Joining a podcast network is like getting a high-powered tax accountant.

Sure, they’re not free and they can be difficult to deal with, but they also know their stuff in ways the average person doesn’t.

You might have heard of Wondery or PodcastOne; these networks are like the top-notch CPA’s in the podcasting world!

Plus, when sponsorship opportunities come along, it’s nice to say that you’re listed with one of them so potential sponsors know you mean business.

Just don’t expect results right away – networks handle thousands of people just like you and aren’t always willing to make an exception for newbies.

But hey, what do you have to lose?

4.) Use a podcast ad marketplace

Podcast ad marketplaces have become an increasingly popular solution for podcast creators looking to monetize their content.

They offer brands a one-stop shop to search for relevant shows and make the process of buying podcast advertising easier and more accessible.

Whether striking a sponsorship deal for a podcast episode or buying an ad spot in bulk, podcast ad marketplaces bring together podcasters and brands in order to bridge the gap between production and revenue.

Keep in mind when selling your podcast ads that these platforms often take anywhere from 10% to 30% commission off your sales, so it’s important to keep competition high during negotiations!

5.) Use a Directory

You’ve done all the hard work to establish a podcasting presence and are finally ready to get podcast sponsors – and the last step is often an overlooked one, but a crucial one: using podcast directories.

Sure, directories aren’t sexy, but they have the potential to snag your podcast advertising.

Don’t forget the good old classics like Apple Podcasts and Spotify, but you can also expand your podcast’s reach by reaching out to the variety of podcast hosting services like Buzzsprout — they can help you list on top directories.

For many podcast hosts, directory listings mean a boost in visibility — which means they might even be able to land host-read ads! So put your best face forward and get that podcast listed!

  • Apple Podcasts
  • Spotify
  • iHeartRadio
  • TuneIn
  • Google Podcasts

Key Considerations For Successfully Getting Podcast Sponsors

1.) Know Your Niche Podcast

Understanding your niche is key to identifying potential sponsors for your podcast.

Take the time to do in-depth research into not only your niche but also what your competition is doing.

Look at their tone of voice, the keywords they use, and the niche podcasts related to yours.

Knowing this information will help you craft a better sponsorship proposal that makes more sense to your potential sponsors and speak directly to their interests.

When you know your niche inside out, and you can prove it convincingly through research, you’ll be much more likely to get those coveted sponsorships for your podcast!

2.) Build Your Audience Base

A large audience base isn’t something you get overnight or with a snap of your fingers. It takes time, patience, and quality content.

As the saying goes, “Rome wasn’t built in a day.” And neither is an ample audience!

However, doing things such as using PPC ads to reach more people—along with consistent content creation—can help ensure you start building a loyal fan base.

With a sizeable crowd of passionate followers and subscribers, you can increase the likelihood of finding the right sponsors and creating successful business partnerships.

3.) Present Your Podcast Professionally

To get potential sponsors to take your podcast seriously, you need to ensure that it looks and sounds professional.

Giving off a good first impression could be the difference between gaining a sponsor or not, so make sure your audio recordings are crystal clear with no background noise and of course, use the highest quality recording equipment available.

When discussing facts and figures it’s important to make sure they are accurate, even if you’re giving opinions or making jokes in other moments, accuracy is key.

Aside from having a well-crafted pitch letter, consider putting together a media kit full of essential information about your podcast which can act as an additional selling point.

A professional presentation could mean the difference between hiring you or someone else.

4.) Learn How to Pitch

When it comes to getting podcast sponsors, learning how to make a great pitch is key.

Crafting an effective pitch email isn’t difficult if you keep it succinct and professional.

Introduce yourself and the purpose of your email and add a few lines about why you think the partnership would be beneficial for both of you.

Also, make sure to highlight any great audience numbers you have if applicable. The goal is to start a conversation that could potentially lead to some amazing collaborations!

5.) Follow-up With an Email

Don’t just sit there twiddling your thumbs waiting for a reply – take the initiative to follow up!

But don’t go overboard – two weeks is the sweet spot; any sooner, and you risk seeming too eager, any later and they may have forgotten about your original email.

Politely ask if they’ve had a chance to consider it, and remind them that you still think their products would be a great fit.

Send one follow-up on whether or not an agreement can be reached, and if you don’t hear back move on – success will never come knocking if you don’t continue putting yourself out there again and again!

6.) Choose the Right Sponsors

Choosing the right podcast sponsors is the final key to success in the business of podcasting.

After all, without your loyal audience and the value they provide, it won’t matter how many – or few – sponsors you attract to your show.

The wrong sponsors can be more harmful than having no sponsors at all, not only in terms of potential revenue but also when it comes to your listeners’ loyalty; some people just don’t respond well to commercial messages on their favorite shows.

To ensure customers think highly of your choices, focus on brands that share similar values as yours and avoid those that fail to offer something worthwhile for your intended demographic or psychographic group.

Once you have that down then you’re ready to radio out!

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About The Author

Josef Mohamed

Meet Josef, a seasoned Content Marketer, SEO Strategist, and Web Designer who has over a decade of experience helping entrepreneurs build and grow their online businesses. He is a trusted authority in the field of Marketing and Technology and is renowned for his in-depth knowledge and expertise in testing and recommending the best products to help businesses succeed.

Disclosure: Some of the links in this article may be affiliate links, which can provide compensation to me at no cost to you if you decide to purchase a paid plan. These are products I’ve personally used and stand behind. This site is not intended to provide financial advice and is for entertainment only. 

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