sponsors for your podcast
Photo by JRosemarie


Did you know that one of the easiest ways to get sponsors for your podcast is to connect with local businesses? While big name sponsors may seem appealing, local sponsors for your podcast can give you the unique advantage you need. This article is inspired by my interview with serial podcaster, Rich Bennett. I’ll explore effective strategies to help you nab local sponsors for your podcast, allowing you to foster meaningful partnerships within your community while growing your podcasting business.

Disclosure: This post contains affiliate links which means if you make a purchase after following one of these links I may get a small commission.  There’s no extra cost to you.

How to Attract Local Sponsors for Your Podcast

  1. Understand your niche

To attract local sponsors, it’s important to understand your podcast’s niche and how it aligns with your local community’s interests. What topic is your podcast focused on? Also, identifying your target audience will help you to emphasize the value your podcast brings to the community. Focus on the aspects of your podcast that make it unique and appealing to local businesses and organizations. You will need to show businesses what’s in it for them.

By showcasing the local relevance of your content, you’ll increase your chances of attracting sponsors who want to connect with your specific audience.

2. Research local businesses

Research and identify local businesses that align with the target audience and content of your podcast. Consider businesses that may benefit from reaching your listeners, such as local retailers, service providers, or community organizations. Look for businesses or organizations that share similar values, interests, or target demographics. Explore local directories and attend chambers of commerce meetings. Also, connect with community groups where you can discover potential sponsors who may be interested in supporting your podcast.

Additionally, attend local networking events or reach out to your existing contacts to explore sponsorship opportunities.

3. Craft a compelling sponsorship pitch

This is where you may get hung up on whether you have enough downloads or an audience. But don’t let your numbers stop you from approaching potential sponsors for your podcast.

Once you’ve identified potential sponsors for your podcast, reach out and share your sponsorship package materials with them. Personalize your pitch by explaining why you believe their business would be a great fit for your podcast and how their sponsorship can benefit them. Be sure to explain how sponsoring your podcast can help their business reach more of their target audience, enhance their brand awareness, or contribute to their community involvement. The idea is to clearly emphasize the value they will receive by sponsoring your show.

It’s a good idea to include any relevant statistics, testimonials, or success stories to demonstrate the impact your podcast has on its listeners and the community. Also, add a podcast one sheet which will give potential sponsors for your podcast a quick and easy way to evaluate your podcast sponsorship opportunity.

Potential benefits for potential sponsors can include:

  • On-air mentions: Determine the number and length of sponsor mentions in each episode.
  • Ad spots: Specify the duration and frequency of ad spots within episodes.
  • Logo placement: Offer sponsors the opportunity to have their logo displayed on your podcast’s website, social media platforms, or promotional materials.
  • Live event opportunities: If you plan to host live events or recordings, specify any opportunities for sponsors to be involved or mentioned.
  • Guest appearances: Consider offering higher-tier sponsors the chance to be interviewed or featured on your podcast.
  • Sponsored segments: Designate specific segments or episodes that can be exclusively sponsored by higher-tier sponsors.
  • Promotion on social media: Outline how sponsors will be featured and promoted on your podcast’s social media channels.

4. Develop sponsorship packages

Design visually appealing sponsorship package materials that clearly outline the different tiers, benefits, and pricing. These materials can include a PDF document or a dedicated page on your podcast’s website. Ensure that the information is easy to read, visually engaging, and highlights the value that sponsors will receive. You can use Google Sheets or an app like Canva to help create an appealing package so you can attract the best sponsors for your podcast.

Offering tiered sponsorship packages can make your podcast sponsorship opportunities more attractive to local businesses. Create packages that cater to different budget levels, offering various benefits and exposure opportunities. These can include pre-roll or mid-roll ad placements, mentions during episodes, logo placement on your website or promotional materials, social media shout-outs, or even collaborations for community events. By giving options you allow potential sponsors to choose a package that best suits their needs and budget.

How to Nurture Local Sponsors for Your Podcast

1. Foster Relationships and Provide Value

Building relationships with potential sponsors is crucial for securing local partnerships. Reach out to sponsors personally, whether through email, phone calls, or in-person meetings. Take the time to understand their business objectives and discuss how a partnership with your podcast can align with their goals. Emphasize the value you can provide, such as access to your engaged audience, promotional opportunities, or community engagement. Building trust and rapport will increase the likelihood of securing local sponsors for your podcast.

2. Offer Special Promotions or Discounts

To entice local sponsors, consider offering special promotions or discounts tailored to their business. For example, you can provide exclusive discount codes for your listeners to use when purchasing products or services from the sponsor. This not only incentivizes your audience to support the sponsor but also demonstrates the tangible benefits of partnering with your podcast. It’s a win-win situation that encourages both listener engagement and sponsor satisfaction.

3. Track and Communicate Results

Once you’ve successfully secured local sponsors, it’s important to track the benefits, deliver as promised, and communicate results with your sponsors. Provide sponsors with regular updates on the podcast’s growth, listener demographics, and engagement metrics. Share testimonials or success stories from listeners who have benefited from the sponsor’s products or services.

Keep an open line of communication with your sponsors, ensuring they receive the agreed-upon mentions, ad spots, and promotional opportunities. By showing the return on investment and the impact of the sponsorship, you’ll maintain a healthy and transparent relationship with your sponsors, increasing the likelihood of a long-term relationship.

4. Evaluate and Improve

Regularly evaluate the effectiveness of your sponsorship packages and the return on investment for sponsors. Also, if you lowballed your offers and you’ve successfully enhanced the business don’t be afraid to renegotiate your sponsorship agreement once it is convenient to do so.

Also, seek feedback from sponsors for your podcast and make adjustments to your packages based on their input and evolving needs. Continuously improve and refine your sponsorship offerings to attract and retain local business sponsors for your podcast.

nab local sponsors


Aspiring podcasters often lament the challenges they face trying to monetize their podcast. Rich Bennett gives practical tips and strategies to create rewarding relationships with local sponsors. I hope you were able to make some of these tips your own. If so, leave a comment or send an email and let me know how it went.

You never know, you may get a chance to be a guest on Tools of the Podcast Trade to share your experience.

Thanks for reading.

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