Step-by-Step Guide to Earning from Podcast Sponsorship
Podcasting has grown massively over the past few years. Today, it’s not just a hobby — it’s a real way to earn money.
One of the most powerful ways podcasters make money is through sponsorships.
If you love talking, teaching, or storytelling, podcast sponsorships can be a steady source of income for you.
In this article, I will guide you step-by-step, in a simple and easy-to-understand way, on how to start earning from podcast sponsorships.
What is Podcast Sponsorship?
A podcast sponsorship is when a company pays you to promote their product, service, or brand during your podcast episodes.
✅ Example:
A fitness equipment brand pays you to mention their product at the start or middle of your health podcast.
It’s just like radio ads but more personal because podcasts build deep trust with their listeners.
Why Sponsorships are a Great Way to Earn?
- Direct Payment: You get paid even if listeners don’t buy anything.
- Scalable: The more listeners you have, the higher your sponsorship fees.
- Flexible: You can promote products that match your audience.
- Passive Income Potential: Pre-recorded ads can run again and again.
Step-by-Step Guide to Earning from Podcast Sponsorship
Step 1: Start and Grow Your Podcast 🎙️
You can’t get sponsorships without a podcast!
If you already have a podcast, great. If not, here’s how to start:
✅ Choose a niche: Health, Business, Comedy, Education, True Crime — anything you love.
✅ Record episodes: Start with simple tools like Anchor, Buzzsprout, or Podbean.
✅ Publish consistently: Aim for at least 1 episode per week.
✅ Grow audience: Share your episodes on social media, YouTube, and blogs.
👉 Tip: You don’t need 1 million listeners to get sponsors.
Even small podcasts with loyal audiences can earn!
Step 2: Understand Sponsorship Types 📚
There are different types of podcast sponsorships:
✅ Pre-Roll Ads:
Short ad at the start of the episode (15–30 seconds).
✅ Mid-Roll Ads:
Ad in the middle of the episode (30–60 seconds) — most valuable.
✅ Post-Roll Ads:
Ad at the end of the episode (15–30 seconds).
✅ Host-Read Ads:
You personally talk about the sponsor’s product — more trust.
✅ Dynamic Ads:
Pre-recorded ads that can be inserted into old and new episodes.
👉 Tip: Sponsors prefer mid-roll and host-read ads because they feel more natural.
Step 3: Grow Your Listener Base 📈
Sponsors look at your downloads or audience size.
The more listeners, the better your chances.
✅ Simple ways to grow:
- Invite guests (they will share your podcast too)
- Optimize podcast titles (use searchable keywords)
- Post highlights on Instagram, YouTube Shorts, TikTok
- Ask listeners to share with friends
- Submit your podcast to all platforms (Spotify, Apple Podcasts, Google Podcasts)
👉 Tip: Focus on building loyal listeners — quality over quantity.
Step 4: Prepare a Media Kit 📑
A Media Kit is a simple document you send to potential sponsors.
It introduces your podcast and shows why it’s worth sponsoring.
✅ Your Media Kit should include:
- Podcast name and topic
- About you and your audience
- Monthly downloads or listens
- Listener demographics (age, gender, location)
- Examples of past sponsors (if any)
- Sponsorship packages and rates
👉 Tip: Use Canva to make a clean, attractive media kit — free and easy.
Step 5: Find Potential Sponsors 🔍
How to find sponsors?
✅ Direct Outreach:
- Make a list of brands that match your podcast topic.
- Email them directly with your media kit.
✅ Podcast Ad Networks:
- Podcorn
- Gumball
- AdvertiseCast
- Podbean Ads Marketplace
✅ Affiliate Sponsorships:
- Promote products and earn a commission for each sale.
- Example: Amazon Associates, Audible Affiliates.
👉 Tip: Start with small brands first. They are more willing to sponsor new podcasts.
Step 6: Decide Your Pricing 💵
How much should you charge?
✅ A simple rule in podcasting is CPM (Cost Per Mille) — cost per 1,000 downloads.
✅ Average CPM Rates:
- Pre-Roll Ad: $15–$25 per 1,000 downloads
- Mid-Roll Ad: $25–$50 per 1,000 downloads
- Post-Roll Ad: $10–$20 per 1,000 downloads
✅ Example: If you have 5,000 downloads per episode and you charge $25 CPM for mid-roll:
5 × 25 = $125 per episode from just one sponsor!
👉 Tip: Bundle ads to increase income. Example: Pre-roll + Mid-roll = Higher package.
Step 7: Pitch Your Podcast Professionally ✉️
When reaching out to brands:
✅ Keep your email short and clear.
✅ Introduce yourself and your podcast.
✅ Explain why your audience fits their brand.
✅ Attach your media kit.
✅ Suggest ad types and pricing.
✅ Example Email Template:
pgsqlCopyEditSubject: Sponsorship Opportunity with [Podcast Name]
Hi [Brand Name Team],
I’m [Your Name], the host of [Podcast Name], a show about [Topic].
We have a loyal audience of [#] listeners interested in [relevant topic].
I believe [Brand Name] would be a great fit for our audience.
I’d love to discuss possible sponsorship opportunities with you.
Please find my media kit attached.
Looking forward to hearing from you!
Best,
[Your Name]
[Website/Social Media Links]
👉 Tip: Personalize every email. Sponsors can sense mass emails.
Step 8: Deliver Great Sponsorship Reads 🎙️
When you get a sponsor:
✅ Read the script naturally.
✅ Sound enthusiastic but authentic.
✅ Share your personal experience with the product if possible.
✅ Keep it genuine — your audience trusts you!
👉 Tip: Practice a few times before recording. Don’t just “read”; tell a story around the sponsor.
Step 9: Track and Report Performance 📊
After sponsorship campaigns:
✅ Track:
- Number of downloads
- Listener feedback
- Engagement (clicks, signups if possible)
✅ Report back to your sponsor:
- Simple PDF or email report
- Show how the ad performed
- Thank them and suggest future collaboration
👉 Tip: Good communication = long-term partnerships.
Step 10: Build Long-Term Relationships 🤝
✅ Always:
- Deliver value
- Communicate clearly
- Be professional
- Thank sponsors publicly (when possible)
Happy sponsors often come back and sign for longer campaigns, making your income predictable and steady.
Bonus Ways to Boost Sponsorship Income 🚀
✅ Offer exclusive episodes for sponsors.
✅ Offer sponsored giveaways for your audience.
✅ Sell ad slots on your podcast website or email newsletter.
✅ Create combo packages (podcast + Instagram + blog promotion).
How Much Can You Earn?
✅ Small Podcasts (under 10,000 downloads/month): $200–$1,500/month
✅ Medium Podcasts (10,000–50,000 downloads/month): $2,000–$8,000/month
✅ Big Podcasts (50,000+ downloads/month): $10,000+/month
Fact: Some podcasters earn over $30,000 per month just from sponsorships!
Real Success Story ✨
Jenna, a teacher, started a podcast for young moms.
- First 5 episodes had 300 downloads each.
- She found a local baby products company to sponsor her for $100 per episode.
- In 1 year, she had over 10 sponsors and earned over $25,000!
👉 Moral: You don’t need millions of listeners — you need the right audience and the right sponsors.
Final Words 🌟
Podcast sponsorship is one of the best ways to earn online today.
It rewards creators who build trust and community.
✅ Start small.
✅ Stay consistent.
✅ Keep improving your content.
Every episode you create brings you one step closer to your first (or next) sponsor!
✨ Your voice can become your income.
✨ Your podcast can become your brand.