How to get Podcast Sponsors in 2023 and beyond

Discover how to secure podcast sponsorships effectively in 2023. This guide covers everything from finding potential sponsors to negotiating deals that benefit both parties.

Hey, my podcasting champions! Let’s dive into the real deal: podcast sponsorships. You’ve got the talent, the content, and the audience. But, how can you monetize that sweet audio and convert it into some serious cash? The answer lies in attracting the right sponsors for your podcast. Let’s get straight to the point and spill the secrets on how you can secure the best podcast sponsorships in 2023 and beyond.

Understanding Podcast Sponsorships

Podcast sponsorships aren’t rocket science, folks. They’re a type of advertising where companies pay you to promote their product or service on your podcast. It’s a win-win situation. You get paid, and they get exposed to your dedicated audience. Remember, you are the bridge between brands and potential customers. That’s why it’s crucial to understand the podcast sponsorship models and how to attract podcast sponsors effectively.

Why Podcast Sponsorships?

Think about it for a second: why should brands choose to sponsor podcasts? The benefits of podcast sponsorships are numerous. They offer a unique way for brands to reach an engaged and loyal audience, and you, my friend, get to monetize your craft. It’s a symbiotic relationship where everybody wins.

How to Attract Podcast Sponsors

The secret sauce to attracting podcast sponsors involves a trifecta of strategy: building an engaging audience, creating a compelling pitch, and leveraging the power of networking and outreach.

Building an Engaging Audience

First and foremost, you need an audience. Not just any audience, but a loyal and engaged group of listeners. Sponsors want to see that your podcast has traction, and that’s measured by the number of downloads and listener engagement. Remember, quality over quantity. Having a smaller, more engaged audience can sometimes be more appealing to sponsors than a large, indifferent one.

Creating a Compelling Pitch

Your pitch should be as captivating as your podcast. You need to demonstrate why your podcast is the perfect platform for a sponsor’s message. Highlight your unique selling points, audience demographics, and previous successes. This isn’t the time to be modest. Show them why you’re worth their investment.

Networking and Outreach

Your network can be a goldmine of potential sponsors. Reach out to brands that align with your podcast’s content and audience. Attend industry events, connect with other podcasters, and don’t be shy about making the first move. Remember, people can’t sponsor you if they don’t know you exist.

Here are some popular podcast networks to check out:

  1. Midroll –
  2. PodcastOne –
  3. Wondery –
  4. Earwolf –
  5. Radiotopia –

Ways to Find Podcast Sponsors

There are several avenues you can explore when looking for podcast sponsors.

Direct Outreach to Brands

Consider the brands that your audience would connect with and approach them directly. But don’t just blast generic emails, tailor your approach and demonstrate why they should care.

Joining Podcast Networks

Another way of attracting sponsors is by joining a podcast network. These networks can help you find relevant sponsors by pairing you with brands that suit your content and audience.

Utilizing Podcast Ad Marketplaces

Podcast ad marketplaces are platforms that connect podcasters with advertisers. It’s a great place to find sponsors if you’re new to the game.

Exploring Affiliate Marketing

Then, there’s affiliate marketing for podcasts. It’s a simple way to monetize your podcast by promoting a brand’s products and earning a commission from each sale made through your unique affiliate link.

Types of Podcast Sponsorship Models

Understanding the types of podcast sponsorship models is key in negotiating deals that benefit both parties. Let’s discuss the most common ones: the CPM Model, the Affiliate Model, and the Flat Fee Model.

CPM Model for Podcasts

CPM stands for Cost Per Mille, meaning cost per thousand impressions. In this model, sponsors pay based on the number of listens or downloads your episode gets.

Affiliate Model for Podcasts

The affiliate model involves earning a commission from sales made through a unique link or code provided by the sponsor. This model is performance-based, meaning the more your listeners buy, the more you earn.

Flat Fee Model for Podcasts

In the flat fee model, sponsors pay a set amount for each ad, regardless of how many listens or downloads the episode receives.

Best Practices for Securing Podcast Sponsorships

So, what are the best practices for securing podcast sponsorships? It all boils down to maintaining authenticity, being consistent, and keeping open communication with sponsors. Make sure the products or services you promote are genuinely beneficial to your listeners and always deliver on your promises.

Frequently Asked Questions About Podcast Sponsorships

We’ve covered a lot of ground, and I know some of you have questions. We’ll address the most frequently asked questions about podcast sponsorships in a dedicated section.


In the world of podcasting, content is king, but sponsorships are the crown jewels. They’re the key to turning your podcasting passion into a profitable venture. It takes time, dedication, and a whole lot of hustle, but securing podcast sponsorships is an achievable goal. So, get out there, start networking, and let’s get those sponsorships rolling in.

Remember, you’ve got what it takes. Now, go make it happen!

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