That's good news and bad news for creators. Good news: real budgets exist. Bad news: most pitch emails go straight to a junk folder because they're aimed at brands with no history of sponsoring podcasts at all.
This guide skips the guesswork. Below are 10 companies with documented podcast sponsorship or affiliate activity, how they structure deals, and how to position your show to get noticed.
TL;DR
- US podcast ad spend hit $1.9B in 2023, with 12% growth projected for 2024
- Sponsors range from CPM-based host-read deals to CPA/affiliate commission models
- Companies like Shopify, Audible, and Bombas have public, low-barrier application processes
- Sponsors prioritize audience fit and clean metrics over raw download counts
- A strong media kit plus a niche-matched pitch beats a generic cold email every time
Overview of Podcast Sponsorships in the US Market
A podcast sponsorship is a paid partnership where a brand pays a host to mention, endorse, or run an ad for their product, usually within the episode itself. Advertisers favor this format because host-read ads carry the trust of a personal recommendation, not a skippable banner.
That trust translates into real spend. The IAB/PwC study projects US podcast advertising will approach $2.6 billion by 2026 as more brands shift budget from traditional digital display.
So who's actually writing those checks? Below are 10 companies with documented sponsorship, affiliate, or creator-partnership programs worth pitching.
Top 10 Companies Actively Seeking Podcast Sponsorships
These picks reflect companies with a proven history of podcast ad campaigns, active affiliate marketplaces, or public creator-application processes, not just brand recognition.
1. BetterHelp
BetterHelp is one of the most consistent podcast advertisers tracked in the market. A Podchaser sponsor snapshot recorded 229 sponsored episodes, putting it among the top active spenders monitored across the top 5,000 podcasts.
BetterHelp typically runs host-read ads rather than programmatic spots, leaning on personal endorsement for a sensitive product category.
| Ad Model | Typical Niche | How to Apply |
|---|---|---|
| Host-read sponsorship | Wellness, mental health, lifestyle | No public application found; typically routed through ad networks |
2. Shopify
Shopify ran 415 sponsored episodes per the same Podchaser snapshot, making it one of the most active podcast advertisers tracked. It's also one of the few brands here with a fully public application process.
Shopify's affiliate program targets creators making content around commerce and entrepreneurship, and it pays regardless of show size.
| Ad Model | Typical Niche | How to Apply |
|---|---|---|
| Affiliate: up to $150 per qualified referral | Business, entrepreneurship, commerce | Apply at Shopify Affiliates; most applications process within 24 hours |
3. AG1 (Athletic Greens)
AG1 has sponsored podcasts since 2015 and, per Marketing Brew's 2022 report, had worked with "hundreds" of podcasters, ranking third by show count in the comparison cited.
AG1 built an in-house partnerships team specifically to source and manage podcast deals. That's a company still actively investing in the channel.
| Ad Model | Typical Niche | How to Apply |
|---|---|---|
| Host-read/direct partnership (rates undisclosed) | Health, finance, personal development | No public form; historically outreach-driven |
4. NordVPN
NordVPN runs both sponsorship and affiliate tracks. Its named partnership with The Rest Is Politics and a dedicated influencer support page show both paths in action.
Cybersecurity and privacy products pair naturally with news, politics, and tech shows, where listener trust in the host matters most.
| Ad Model | Typical Niche | How to Apply |
|---|---|---|
| Sponsorship + affiliate (commission varies by plan) | News, politics, tech | Apply at NordVPN Influencers |
5. HelloFresh
HelloFresh appears on multiple podcast sponsor pages, including a dedicated show offer on the RHAP podcast's sponsor page.
Its offer-based model gives listeners a show-specific discount code, which also helps the brand track conversion by podcast.
| Ad Model | Typical Niche | How to Apply |
|---|---|---|
| Offer-based sponsorship | Lifestyle, food, general audience | Submit via HelloFresh Partnership Inquiry Form |
6. MeUndies
MeUndies is a long-running podcast sponsor, documented on The NoSleep Podcast's sponsor page with a standing 20% listener discount.
Apparel brands like this one tend to stick with niche, loyal-audience shows rather than chasing scale, which makes them approachable for smaller creators.
| Ad Model | Typical Niche | How to Apply |
|---|---|---|
| Discount-code sponsorship | Entertainment, fiction, lifestyle | No public creator application found |
7. Bombas
Bombas appeared among notable podcast advertisers in a 2022 Podchaser roundup, and it runs one of the more accessible affiliate programs on this list.
The commission structure rewards new-customer acquisition heavily, which suits shows with engaged, first-time-buyer audiences.
| Ad Model | Typical Niche | How to Apply |
|---|---|---|
| Affiliate: 10% new customer, 1% returning | Lifestyle, general consumer | Apply via Bombas Affiliates; reviewed in 3-5 business days |
8. Audible
Audible runs one of the oldest first-party podcast programs in the industry, with dedicated intro pages for both podcast-specific and general affiliate partnerships.
Rates vary by program: one Audible podcast page quotes $15 per trial, while its Amazon Associates listing pays differently by product tier.
| Ad Model | Typical Niche | How to Apply |
|---|---|---|
| CPA/fixed bounty ($5-$15 per action) | Books, storytelling, general audience | Apply at Audible Podcast Program |
9. Rocket Money
Rocket Money's affiliate program actively accepts applications, with tracked sales and sign-ups tied to custom podcast URLs.
Personal finance content is a natural fit here, and the brand has existing creator-credit records showing real campaign activity.
| Ad Model | Typical Niche | How to Apply |
|---|---|---|
| Affiliate/commission (rate undisclosed) | Personal finance, budgeting | Apply at Rocket Money Affiliates |
10. DraftKings
DraftKings signed a multiyear presenting-sponsorship deal with Colin Cowherd's The Volume, covering the entire network's podcast and video slate.
Network-level presenting deals like this typically run through direct negotiation, with higher minimums than standard host-read spots.
| Ad Model | Typical Niche | How to Apply |
|---|---|---|
| Presenting sponsorship (terms undisclosed) | Sports, betting, entertainment | No public application; likely direct network negotiation |
How to Position Your Podcast to Land These Sponsors
Sponsors don't just look at download numbers. They look at production quality, consistency, and how clearly you know your audience.
A show recorded on a phone in a bedroom is at a disadvantage next to clean multi-camera footage and professional audio. Studios like SLAP Studios LA build sponsor-readiness into the production process. Multi-camera recording pairs with an in-house brand deals division that connects podcasters to real sponsors and affiliate opportunities from day one.
A strong media kit should include:
- Audience demographics (age, gender, location breakdown)
- Download and listen numbers, ideally trended over 3-6 months
- Engagement stats, such as completion rate or listener reviews
- A clear content description and episode format
- Past sponsorship examples, if any exist
Beyond the kit itself, fit matters more than size. A wellness brand isn't going to sponsor a true-crime show just because the download numbers are high. Matching your show's values and audience to a brand's actual customer base increases acceptance odds far more than chasing recognizable logos.
How We Chose These Companies
Each company on this list had to show at least one of the following:
- A documented history of podcast ad spend
- An active affiliate or creator marketplace
- A public sponsorship program creators can actually apply to
A common mistake is chasing big-name brands with no podcast advertising history. Deal structure matters just as much. A CPA or affiliate deal may pay less per listener, but it often rewards a highly engaged niche audience better than a flat CPM rate.
Conclusion
Pitching sponsors who already invest in podcast advertising beats cold-emailing brands with zero track record in the space. It's a faster path to a real yes.
Build a solid media kit, know your audience cold, and pitch several companies from this list at once rather than waiting on one reply.
SLAP Studios LA's studio, agency, and brand deals divisions help West Hollywood and greater LA podcasters produce sponsor-ready content and land real brand partnerships from day one. Production and the pitch don't have to be two separate battles.
Frequently Asked Questions
How do I get a sponsor for my podcast?
Build a media kit with your audience data and download numbers, then pitch brands directly or list your show on ad marketplaces like Audacy's Creator Lab. Matching your niche to the sponsor's audience matters more than raw size.
How much do podcast sponsorships pay?
Host-read CPM rates typically run $18-$26 per 1,000 downloads, according to Libsyn's 2026 advertising guide. CPA/affiliate deals pay per action instead, ranging from a few dollars to $150 per referral depending on the brand.
How much should you charge for sponsored content?
Base your rate on downloads per episode, niche value, and engagement, not just audience size. A smaller, highly engaged niche show can often charge more per listener than a large general-audience one.
Which brands sponsor podcasts?
Common sponsor categories include SaaS tools, direct-to-consumer wellness and skincare brands, finance apps, and subscription services like meal kits or VPNs. These industries value the trust and audience targeting podcast ads provide.
What's an example of a podcast sponsorship?
A typical host-read ad runs 30-60 seconds mid-episode: the host shares a personal story about the product, states a discount code, and directs listeners to a custom URL, similar to NordVPN's sponsorship of The Rest Is Politics.
