One of the biggest challenges with podcast sponsorship isn’t finding people.
It’s helping them understand the opportunity.
Because many people don’t realise that podcast sponsorship is even an option—especially at a smaller, more accessible level.
Who should you approach?
Start with people who already have a connection to your podcast and your audience.
- Previous guests They already understand the format and value
- Regular listeners They trust your content and may want to reach others like them
- Clients and collaborators They know your work and may benefit from your audience
- Local businesses or organisations Often looking for targeted, affordable visibility (£25–£100 level)
- Aligned brands and services Those already serving your audience in some way
The strongest sponsorships happen when the audience matches.
How to guide the conversation
Keep it simple and focused. You don’t need to “sell” sponsorship—you just need to explain it clearly.
For example: “Would you like to be featured at the start of an episode for £50 and reach our audience?” You can also: – Share a short example of how it sounds – Explain the audience and who it reaches – Focus on outcomes like awareness and credibility
If needed, use your own podcast sponsorship as a starting example.
Start with a conversation
The best sponsorships don’t come from cold pitches. They come from conversations with people who already align with your audience. And often, they start much smaller than expected. A single episode. A simple mention. A first step.
From there, it grows!