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