SponsorHoundGuide · data through Nov 8, 2026
How to find podcast and newsletter sponsors.
The best sponsor leads are brands already paying to reach an audience like yours. In the 90 days to Nov 8, 2026, we saw 14,200 brands run public ad reads or sponsor credits on 9,586 podcasts and newsletters. Here is how to find the ones that fit your show, and what to check before you pitch.
1. Start from shows like yours
List ten to twenty podcasts or newsletters with an audience close to yours: same topic, similar listeners, similar size or a bit bigger. Then note every brand you hear or read in them. Podcast ads are usually read by the host near the start or in the middle of an episode, and the show notes often repeat the brand with a promo code or a short link. Newsletters label their slots "presented by", "sponsored by" or "together with".
These brands have already decided your audience is worth paying for. That is a much better starting point than a list of companies that "could" be interested.
2. Check how recently each brand bought
Ad budgets move every quarter. A brand heard last week is still spending; one last heard a year ago may have stopped. In our data, 3,449 brands had an ad read in the last week of the window, and 1,699 appeared for the first time in the last 30 days. New advertisers are often the easiest to win, because they are still looking for shows that work.
3. Check how widely each brand buys
Most sponsors are small: 81% of the brands we saw advertised on a single show in the window, and the median brand was on 1. At the other end, 691 brands were on five or more shows and 184 on twenty or more.
- Broad buyers run a sponsorship program, often through an agency. They have budget and a process, but also many pitches. Make yours specific to one episode or issue.
- Single-show brands are often testing the channel. They decide faster and are easier to reach, and a good first result makes you their next show.
4. Look beyond your exact topic
Many brands buy across niches because they sell to everyone. Across all shows, the most common sponsor categories were food & beverage, events, education and outdoor. A comedy or true-crime show is as likely to carry a mattress or apparel brand as a sleep podcast is. Browse the sponsors by niche pages for 26 niches to see who is active next to yours.
5. Find the contact the brand publishes
Look on the brand's own site first: a partnerships, creators, affiliates or advertising page, a sponsorship email, or a contact form with a "partnerships" option. Large brands often name their podcast agency in that page. If the brand publishes none of these, a general inbox or its press contact can forward you to the right person. Don't guess or scrape personal addresses: it rarely works and it is not a good first impression.
6. Keep a short, dated list
For each brand, keep the shows you saw it on, the date of its latest ad, the contact you found and where you found it, and the status of your pitch. Then pitch a few at a time, follow up once, and note who replies. Next, read what to put in a sponsorship pitch and typical deal terms.
Doing this by hand takes hours per issue. SponsorHound does steps 1 to 6 for you: it matches each upcoming episode or issue with brands already sponsoring shows like yours, shows their ad reads with dates, the contact each brand publishes, and drafts a pitch you send from your own email. Try it free for 7 days.
About the numbers: counted from public podcast and newsletter RSS feeds we track, over the 90 days to Nov 8, 2026, refreshed weekly. They describe who advertised publicly, not who will pay or at what rate.
Questions, answered.
Where can I find a list of brands that sponsor podcasts?
Start with the shows closest to yours: the ad reads in their episodes and the sponsor slots in their newsletters are a list of brands already paying to reach your audience. SponsorHound's sponsors-by-niche pages list the most active brands in each niche, updated weekly from public ad reads.
Should I pitch brands that sponsor similar shows?
Yes. A brand that already sponsors shows like yours has a budget, a reason to reach your audience and a process for buying ads. That is the strongest lead you can have, and most brands that sponsor a show come back for more than one episode or issue.
How do I know a brand is still buying ads?
Look at the date of its latest ad read. Budgets move every quarter, so a brand heard on a show last week is a far better lead than one last heard a year ago.
Who should I send a sponsorship pitch to?
Use the contact the brand publishes for this: a partnerships, creators or advertising page, a sponsorship email, or a contact form. If it publishes none, a general inbox or its press contact can forward you. Avoid guessing or scraping personal addresses.