How to Create a Podcast Sponsorship Proposal
Your Sponsorship Proposal isn’t the First Impression. Your Pitch Is.
If your idea of a podcast sponsorship pitch is firing off a templated PDF that starts with “To whom it may concern,” I’ve got some bad news: it’s probably going straight to junk.
No shame—pitching a brand isn’t easy. But it is learnable. And when it works? It can transform your podcast from “passion project” to “profitable platform.”
But here’s the thing most creators miss: Your sponsorship proposal isn’t the first impression. Your pitch is.
Before anyone ever opens your PDF—or even responds to your email—they need to feel like you get them. That’s what earns you the reply, the call, or the budget conversation.
Generic Proposals Get Ignored
Most guides tell creators to lead with their best stats. Show off their audience. Hype themselves up. But here’s the reality: for many, that kind of pitch goes straight to the spam folder. It’s not personal—it’s just that generic, self-focused proposals don’t stand out. Not anymore.
What does get noticed? A pitch that makes it about them—the brand—not just you.
Pitch First. Propose Later.
One of the best breakdowns of this is in Justin Moore’s book Sponsor Magnet (highly recommend). In his chapter on pitching, Moore outlines his R.O.P.E. method. It’s simple, strategic, and super effective—a smart way to start meaningful brand conversations before you send anything formal.
- Relevant – “I saw you're running a campaign around [X]…”
- Organic – “Our audience already engages with content like this…”
- Proof – “Here’s an episode we did that really resonated…”
- Easy to Execute – “Here’s how we can make this easy and impactful for both of us…”
This is the kind of approach that gets a brand to hit reply. From there, then you can send a proposal, share pricing, or talk deliverables.
Build a Killer Pitch Step by Step
Now, let’s take that wisdom and build a killer pitch step by step! Here's an example of how:
Hi Adam!
I noticed Dr. Greg Kelly from Qualia Life has been going around on a few of my favorite podcasts talking about Senolytics. I actually brought up Senolytics on a recent episode I did with “X Guest” and while my audience was interested, they weren’t super familiar with the topic. Some audience questions came in, and I thought it could be a perfect opportunity for Dr. Kelly and Qualia to tap into the conversation and get usable assets for your paid advertising.
I’d love to:
- Record a podcast episode with Dr. Kelly doing a real, educated deep dive into Senolytics
- Grant you paid usage of the content/clips to use for your own advertising.
- Run some follow-up ads on my podcast/Newsletter to help drive people to Qualia Life.
Thoughts?
Your Name
What Is a Podcast Sponsorship Proposal?
Think of it as your podcast’s dating profile: something that gets you noticed and sparks interest.
It’s not a place to dump every stat and sell sheet. Instead, it should support the pitch you’ve already made. The other important stuff—demographics, pricing, testimonials—can come later, once the brand is engaged.
Who Needs One?
Short answer? If you want to monetize, you do.
Whether you’re a solo creator landing your first deal or part of a network pitching to a roster of advertisers, a clear and strategic sponsorship proposal helps you stand out—and close the deal faster.
When to Send Your Proposal
Timing is everything. You don’t need to blast your proposal into the void. Instead, send it:
- After you’ve researched and identified a brand that aligns with your show
- After your cold or warm pitch gets interest
- As a follow-up to a conversation or inquiry from the brand
- To formalize things after an exploratory call
Pitch smarter—Not Harder.
The perfect sponsorship proposal isn’t just a list of everything you do. It’s a follow-up to a great pitch—a signal to the brand that says:
—--We see you. We get you. And we’re ready to help you win.----
Pitch smarter—not harder. And if you want to go full masterclass on this, grab Justin Moore’s Sponsor Magnet. It’s basically a sponsorship secret weapon.
ADOPTER Media
We believe in data-driven results and are dedicated to helping everyone make better decisions and advance their work using a platform trusted by Fortune 500 companies and beloved regional brands alike. Have a question about podcast advertising or YouTube sponosrship? Connect with us and we will be happy to help!
