How to Get Podcast Sponsors (Even If You’re Not “Big” Yet)

Monetizing your podcast with sponsors doesn’t require millions of downloads—you just need the right strategy, a focused message, and the confidence to pitch.

Are Podcast Sponsors Worth It?

Not every podcast needs sponsors. If you’re promoting your own business or services, being your own sponsor can be far more profitable. But if you’re looking to earn direct revenue through outside partnerships, sponsorships can be a powerful tool. Brands are eager to reach niche, engaged audiences—and that’s where you come in.

Even small podcasts can land deals when they clearly communicate their value.

What You Need Before Pitching Sponsors

Sponsors aren’t just throwing money at any show. They want partners with clarity, alignment, and professionalism. Here’s how to prepare:

A Strong Pitch

Your pitch should answer one big question: Why you?

What makes your audience valuable? Why would this brand see results by advertising with you? A short sponsor trailer or personalized deck can go a long way.

💡 Make Explainers for Sponsors or Show Topics ->Visually explain a sponsor’s product or a complex podcast topic using animation.

Audience Demographics

Brands care more about who listens than how many. Get a sense of your audience through:

• Spotify for Podcasters
• Listener surveys
• Your email list or social stats

Knowing your audience makes you more credible and your pitch more convincing.

Ad Inventory & Pricing

Decide where ads go (pre-roll, mid-roll, post-roll) and whether they’re host-read or automated. Be prepared to quote CPMs (cost per thousand downloads), but don’t undervalue niche engagement. A small but focused audience (e.g. dentists, founders, coaches) can demand higher rates.

Types of Podcast Sponsorships

Here are the most common formats:

• CPM (Cost Per Mille): Paid per 1,000 downloads. Standard model.
• Flat Rate: Set price per episode or per month.
• CPA (Cost Per Action): You’re paid per click or sale—riskier but common for newer shows.
• Affiliate Deals: Similar to CPA but with ongoing payout opportunities.

High-trust or business-focused shows can command CPMs of $30 or more.

Where to Find Podcast Sponsors

Start with what—and who—you already know:

• Look at Similar Shows: Who sponsors them? Reach out directly.
• Google + LinkedIn: Search for brands advertising in your niche.
• Conferences: Check who sponsors events your audience cares about.
• Your Network: Previous guests, tools you mention, or newsletter partners are warm leads.

Podcast Advertising Marketplaces

These platforms connect podcasters and advertisers:

• Podcorn
• Gumball
• AdvertiseCast
• Acast
• Podbean Ads
• BuySellAds

They usually take a cut (often ~30%), but they simplify the process and help you get discovered.

Agency & Network Options

Some podcasters join networks or hire agencies to handle sponsorship deals. Networks like Midroll and Art19 offer scale—but you’ll give up some control and revenue.

If you’d rather spend time creating content than pitching brands, it’s an option to consider.

Before You Sign Anything

Read every deal carefully. Ask:

• What’s the payment timeline?
• What’s required of you?
• Are there approval steps?
• Are you endorsing the product or just reading a script?

If it’s CPA or affiliate-based, test the product yourself. Protect your trust with your listeners.

Other Ways to Make Money from Your Podcast

Sponsors aren’t your only option. Many podcasters earn more from:

• Digital products (courses, templates, downloads)
• Services (consulting, coaching)
• Premium content (members-only shows, ad-free feeds)
• Patreon or subscriptions
• Affiliate marketing (recommending tools you actually use)

The smartest podcasters combine these. Even if sponsors slow down, other income streams keep flowing.

🎁 Free Bonus: Podcast Monetization Starter Kit

Want a complete roadmap of how to make money podcasting—including without sponsors?

Download our free PDF guide: “The Passionate Podcaster’s Monetization Playbook.”

Inside:

• 9 podcast income strategies (ranked by effort and return)
• Outreach templates to land your first sponsor
• A quick checklist to price your ad inventory
• A toolkit of apps to help you scale

👉 Grab the guide here — No spam, unsubscribe anytime.

Final Thoughts

Sponsorship is just one tool in your monetization toolbox. Focus on creating real value, understanding your audience, and showing up with a pitch that feels like a win-win.

Start with one sponsor. Or don’t. Just don’t limit yourself—because your podcast can earn in more ways than you think.