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Become a Podmaster™ S3E3 Getting Sponsors for Your Podcast
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Become a Podmaster™ – S3E3
Getting Sponsors for Your Podcast
Sponsorship is one of the most sought-after goals in podcasting—and one of the most misunderstood. In this episode, Hendrik and Ethan dive into what it really takes to land a sponsor, whether you’re just starting out or growing a niche podcast with a loyal audience.
We tackle the myths around numbers, explain why engagement matters more than downloads, and break down the tools every podcaster needs to pitch professionally—from rate cards to pitch decks. You’ll hear stories from podcasters navigating the sponsorship maze, and insights from Solid Gold Podcasts on what brands actually want.
Real talk, practical tips, and honest experiences from the front lines of podcast monetization.
In this episode:
How to identify and approach the right sponsors
Why niche audiences can be more profitable than large ones
What brands look for in a podcast partnership
What to include in a pitch or rate card
Real-life lessons from Russell Wasserfall and other creators
Spoiler: You don’t need 10,000 listeners to attract a sponsor—you just need the right 500.
Brought to you by Baird Media. In association with the South African Podcasters Guild. South African Podcasters Guild · Solid Gold Podcasts and Audiobooks · Hendrik on LinkedIn · Ethan on LinkedIn · Baird Media on LinkedIn · Become a Podmaster Startup Program · PodMasterclass · Baird Media - The Podcast People · Read the book
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Getting Sponsors for Your Podcast
Sponsorship is one of the most sought-after goals in podcasting—and one of the most misunderstood. In this episode, Hendrik and Ethan dive into what it really takes to land a sponsor, whether you’re just starting out or growing a niche podcast with a loyal audience.
We tackle the myths around numbers, explain why engagement matters more than downloads, and break down the tools every podcaster needs to pitch professionally—from rate cards to pitch decks. You’ll hear stories from podcasters navigating the sponsorship maze, and insights from Solid Gold Podcasts on what brands actually want.
Real talk, practical tips, and honest experiences from the front lines of podcast monetization.
In this episode:
How to identify and approach the right sponsors
Why niche audiences can be more profitable than large ones
What brands look for in a podcast partnership
What to include in a pitch or rate card
Real-life lessons from Russell Wasserfall and other creators
Spoiler: You don’t need 10,000 listeners to attract a sponsor—you just need the right 500.
Brought to you by Baird Media. In association with the South African Podcasters Guild. South African Podcasters Guild · Solid Gold Podcasts and Audiobooks · Hendrik on LinkedIn · Ethan on LinkedIn · Baird Media on LinkedIn · Become a Podmaster Startup Program · PodMasterclass · Baird Media - The Podcast People · Read the book
Chapters
1. Cold Open: Rate cards, retainer clients, and a lightbulb moment (00:00:00)
2. Intro: Welcome and episode focus – sponsorships (00:00:25)
3. Mythbusting: You don’t need a massive audience to get sponsored (00:00:53)
4. Sponsor Fit: Why alignment matters more than size (00:01:36)
5. Pitching Sponsors: Professionalism, rate cards, and engagement stats (00:02:01)
6. Engagement Over Downloads: Why brands care about listener loyalty (00:02:42)
7. The Power of Niche: Monetizing focused audiences (00:03:08)
8. Podcaster Questions: The challenges of approaching sponsors (00:03:40)
9. Promo: The Podmaster Startup Programme (00:05:19)
10. Global Examples: Tim Ferriss, My Favorite Murder, and Diary of a CEO (00:05:32)
11. Be Proactive: Create a pitch, define your value (00:06:25)
12. Case Study: Russell Wasserfall on choosing industry-adjacent sponsors (00:07:13)
13. Educating Brands: Why engagement metrics matter (00:09:39)
14. Expert Advice: Shannon & Gavin from Solid Gold on niche sponsorship (00:10:25)
15. Real Motivation: Are you creating content or pitching a brand vehicle? (00:11:07)
16. Rate Cards: When and how to use them (00:12:10)
17. Two Monetization Models: Programmatic ads vs direct sponsorship (00:12:43)
18. Koi Fish Example: Value-based pricing vs CPM (00:13:20)
19. Solid Gold Promo (00:14:26)
20. Recap: What we learned about getting sponsors (00:15:04)
21. Final Advice: Know your value, and go get it (00:16:05)
22. Closing & Masterclass Invite (00:16:22)
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