Internet Reputation Service image of a money microphone symbolizing monetizing podcasts

How to Get Podcast Sponsors

When you are trying to gain popularity and boost your online reputation, it can be challenging to know where to turn next. I always suggest that my clients start a podcast and talk about things that interest them. The problem is these podcasts come at a cost. To absorb some of that, you need to have sponsors. In this blog, I will walk you through how to get sponsors to run your podcast and increase your online reputation.

Reach Out to Sponsors Directly

What is the most straightforward strategy? Make direct contact with potential sponsors.

  • Look into podcasts in your field.
  • Examine them (or listen to them!) to see which goods or services they promote.
  • Look up the company’s information and contact information.
  • Directly pitch them.

Don’t get too worked up about the pitch just yet. We’ll look at what to add a little later.

Partner with a Hosting Service

Your podcast will have a home on the internet thanks to podcast hosting services. You can use these services to start, manage, and monetize your podcast.

Such instances are as follows:

  • Anchor: Anchor Sponsorships allows you complete control over ad placement and ad forms. This platform is entirely open, and it could be an excellent choice for new podcasters.
  • Buzzsprout: Their Affiliate Marketplace that assists you in locating and connecting with potential sponsors. If you want to try affiliate marketing, this is a good idea.
  • Transistor: For a monthly fee, you can build and manage several podcasts, which could help you find (and keep) sponsors.

Join a Podcast Network

Some networks will allow you to list your show on their website (sometimes for free). Potential sponsors will look at these channels and contact the shows they want to partner with.

This is a fantastic way to get some attention, but it might be less successful than other approaches if you’re a niche podcast or still developing an audience. Some networks are challenging to enter, and they often demand a commission for connecting you with a brand.

Having said that, there’s no harm in trying out these networks. Wondery and PodcastOne are two examples.

Use a Directory

Don’t forget to subscribe to podcast directories, including Spotify and Apple Podcasts. There’s always the possibility that you’ll meet a sponsor this way.

If you use a hosting service like Buzzsprout, they can help you get listed in the best directories, but you can also contact them directly.

Find the correct directory for your podcast by doing some analysis, but here are a few to get you started:

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

Getting Podcast Sponsors

Are you about to pitch podcast sponsors? Before you submit your first pitch or contact prospects, go through the following steps:

Know Your Niche

So, if you already have a podcast, you already know your target audience, right? Perhaps.

I say that because the answer is no unless you understand the competition. When studying your rivals, keep the following in mind:

  • Listen to podcasts related to your field or business.
  • Make a list of prominent shows. What are your impressions of the hosts? Why are people so enthusiastic about the content? What’s more, how do you apply what you’ve learned to enhance your show?
  • Examine how the hosts make the commercials sound normal if the shows use host-read ads. Consider what works and what doesn’t in your situation.
  • Please take a look at where their advertisements are placed. Is it pre-roll, in-between-rolls, or after-roll? Look for trends in your niche and, if possible, adopt them.

This is all valuable information that you can use to boost the show while also identifying possible sponsors to pitch.

Build Your Audience Base

In fact, roughly half of all podcasts receive fewer than 26 downloads within the first seven days of their release. This isn’t necessarily a negative thing, but it does indicate that the average podcast has a small audience.

This isn’t a bad thing. The size of your audience, on the other hand, decides which sponsors you’ll be able to attract and how you’ll go about securing them. Major corporations are unlikely to support a show with a small or niche audience.

If you’re still building your audience, consider using tools like Anchor to make seeking sponsors easier.

If you’re confident about your numbers, however, you may want to contact individual brands directly.

Present Your Podcast Professionally

It is vital to make an excellent first impression. Run through a few quality checks to ensure your podcast is professional enough to attract a sponsor:

  • Ensure that your recordings are crystal clear and free of noise.
  • Always invest in the highest-quality recording equipment you can.
  • Unless you are only giving your opinion, make sure to fact-check everything you say.
  • Consider assembling a publicity kit to send along with your pitch letter or to potential sponsors.

Learn How to Pitch

Businesses, after all, want to be seen, which means they’re willing to collaborate with podcasters. Nonetheless, you must pitch your podcast!

A pitch email aims to initiate a dialogue. Maintain brevity, succinctness, and professionalism.

Begin by introducing yourself and explaining why you’re asking the company about a possible partnership.

  • In one or two sentences, describe your show.
  • If you have a large audience, make sure this is at the top of your list of reasons you contacted them. Otherwise, provide a line or two explaining why you’re contacting this particular company. Why do you believe collaboration is a good idea? What are the advantages of working with you for the company?
  • Finish by inviting the organization to contact you to discuss the matter further.

You should not just send out one letter to one sponsor. Each time you send out correspondences, you should aim to contact 5-10 sponsors. You won’t hear back from everyone, but finding the right sponsor takes time.

Master the Art of the Follow-up Email

Are you still waiting for a response to your pitch emails? Here are a few pointers.

  • Before following up, wait at least two weeks.
  • Ask politely if they’ve had a chance to think about your first email and if you’re still interested in working with them.
  • Sending more than one follow-up email isn’t a good idea.

If you still haven’t received a response, move on to the following sponsor. Don’t give up after a few no-responses; it takes patience, optimism, and commitment to win podcast sponsors.

Choose the Right Sponsors

In the end, your podcast is for your listeners. You won’t be able to expand your podcast without an audience, and finding sponsors would be difficult.

Sponsors that are “wrong” are worse than no sponsors at all. Not only that, but some podcast listeners hate commercials, so there’s always the risk of losing listeners.

When considering your options, keep the following in mind:

  • I cannot stress how important it is to make sure you pick a product or service in line with your brand’s personality and values.
  • Make sure the goods or services you’re endorsing provide something valuable to your target market. How can you figure it out? By the use of demographic or psychometric profiling.

Remember to keep track of your results so you can see whether you’re losing, maintaining, or gaining listeners. If you lose your audience, it can be difficult to reclaim them.


Podcast sponsors will help you monetize your show and turn your podcast company into a long-term scalable and profitable venture. While sponsorships are fantastic, try to keep your advertisements to a maximum of two per broadcast. If you have too many, your audience can become frustrated and tune out.