How to Get Sponsorships for Your Podcast (Even If You’re a Beginner)

So, you started a podcast. Maybe it’s a passion project, maybe it’s a way to share your expertise, or maybe you’re just having fun. But at some point, the thought crosses your mind: “Can I actually make money from this?”

The answer? Yes, you can. And no, you don’t need a massive audience, a production studio, or industry connections to do it.

Sponsors care about more than just big download numbers. They want engaged listeners, authentic content, and a good fit for their brand. Even as a beginner, you can start securing sponsorships if you approach it the right way.

I know the process can feel overwhelming at first. Where do you even begin? How do you find sponsors? What should you charge?

I’ve been there, and I want to break it down in a way that makes sense—without the fluff, without the “you need to be famous first” nonsense. Let’s get into it.

The Truth About Podcast Sponsorships (That No One Tells You)

One of the biggest misconceptions about podcast sponsorships is the idea that you need thousands of downloads per episode before sponsors even consider you. While large audiences do attract big-brand advertisers, that’s not the only factor brands care about.

What really matters? Audience engagement, niche alignment, and trust.

A podcast with 500 deeply invested listeners can be far more valuable to a brand than one with 10,000 passive listeners who barely pay attention. If your audience actually listens to you, trusts your recommendations, and takes action, you already have something sponsors want.

Think of it this way: Would a fitness supplement brand rather advertise to a random crowd or to a small but dedicated group of fitness enthusiasts? The answer is obvious.

So if you’re stressing about not having a massive audience yet, stop. What you need to do instead is focus on proving the value of your audience.

Step 1: Build a Podcast That Attracts Sponsors

Before you even reach out to sponsors, take a moment to look at your podcast from an advertiser’s perspective.

Is it something they would want to be associated with? Does it sound professional enough? Would their target customers be listening?

Define Your Niche & Audience

Sponsors won’t throw money at just any podcast. They want one that aligns with their brand, speaks to the right audience, and delivers their message in a way that feels natural rather than forced.

Start by asking yourself:

• What is my podcast really about? If your show covers everything from pop culture to self-improvement to tech news, it’s too broad. Narrowing your niche makes sponsorships easier.
• Who listens to my podcast? Are they young professionals? Parents? Entrepreneurs? Gamers? The more specific you can be, the better.
• What brands would benefit from reaching this audience? Think about what your listeners already use and love.

The more clarity you have on your niche, the easier it will be to find sponsors who actually want to reach your listeners.

Make Your Podcast Sound More Professional

No, you don’t need a high-end recording studio, but if your audio quality is rough, sponsors will hesitate. The good news? Small upgrades make a big difference.

When your podcast sounds good, brands will take you more seriously.

Step 2: Prepare a Media Kit That Impresses Sponsors

Imagine emailing a brand, pitching them your podcast, and they respond with, “Sounds interesting! Do you have any details?”

If you scramble to put something together at that moment, you’ll look unprepared. That’s why having a media kit ready is a game-changer.

A media kit is like a resume for your podcast. It gives potential sponsors all the information they need in one neat package.

What to Include in Your Media Kit

• Podcast name, tagline, and description (Make it short, engaging, and to the point).
• Audience demographics (Age, gender, location, interests—use podcast analytics and social media insights to gather this).
• Download numbers (If they’re impressive, but even if they’re not, focus on engagement instead).
• Social media reach (Some brands care more about your online presence than your podcast numbers).
• Sponsorship opportunities (Pre-roll/mid-roll ads, sponsored segments, social media shoutouts, etc.).

A well-crafted media kit makes you look professional and credible. It also saves time—you won’t need to explain everything from scratch in every email.

Step 3: Finding Sponsors (Without Waiting for Them to Come to You)

So you’ve got a great podcast, and you’ve put together a solid media kit. Now what? How do you actually find sponsors?

Direct Outreach: The Bold Move That Pays Off

One of the fastest ways to land a sponsorship is by reaching out to brands yourself. Many podcasters make the mistake of waiting for sponsors to notice them, but that rarely happens—especially when you’re just starting.

Here’s how to do it effectively:

1. Make a list of brands that align with your podcast’s theme.
2. Find their marketing contact (Company websites, LinkedIn, and Twitter are your best friends for this).
3. Send a short, personalized email introducing yourself and your podcast. Keep it casual but professional.
4. Explain why their brand is a great fit for your audience.
5. Mention sponsorship options (but don’t overcomplicate—just give them a starting point).

Sponsorship Platforms: Let the Brands Find You

If direct outreach feels intimidating, sponsorship marketplaces can help you connect with brands already looking for podcasts to sponsor.

Some great options:

• Podcorn – Lets you pitch to brands directly.
• AdvertiseCast – Connects podcasts with potential sponsors based on audience data.
• Gumball – Helps match podcasters with advertisers for smoother deals.

Signing up gives you a chance to land sponsorships without cold emailing brands.

Step 4: How Much Should You Charge?

Pricing your sponsorships can be tricky. Charge too little, and you’re leaving money on the table. Charge too much, and brands might pass.

The standard model for podcast sponsorships is CPM (cost per 1,000 downloads):

If your audience is small but engaged, consider a flat rate instead (e.g., $50–$200 per episode). Many smaller podcasts secure long-term sponsorships with brands that value niche audiences over mass exposure.

Step 5: Keep Sponsors Happy (So They Stick Around)

Landing a sponsor is great, but keeping them long-term? Even better.

A few ways to make brands want to continue working with you:

• Make the ad natural – Listeners hate robotic, forced sponsorships. Keep it conversational.
• Share performance data – If listeners respond well to an ad, tell the sponsor!
• Go the extra mile – Mention them on social media or throw in a bonus shoutout.

Final Thoughts

Getting sponsorships as a beginner isn’t about having huge numbers—it’s about showing value. A clear niche, a strong audience connection, and a confident pitch go a long way.

Start with small brands, build relationships, and keep refining your approach. Before you know it, you’ll be making money from your podcast—doing something you love.

Now, go get those sponsors.