Securing sponsorships is a major milestone for any podcaster. Whether you're an indie creator or running a well-established show, a clearly written sponsorship agreement is essential for building professional, long-term partnerships. To help you navigate this process, here’s a step-by-step guide to creating a solid podcast sponsorship agreement template that protects both you and your sponsors.

1. Start with Basic Information

Begin your agreement by listing the names and contact details of both parties involved—the podcast host (you or your company) and the sponsor (the brand or representative). Include the date the agreement is being made and reference any previous conversations or agreements, if applicable.

2. Define the Sponsorship Scope

Clearly outline what the sponsorship includes. This section should detail:

• The name of the podcast being sponsored

• The duration of the sponsorship (e.g., 3 months, 10 episodes, etc.)

• The type of ad placement (pre-roll, mid-roll, or post-roll)

• The number of mentions per episode or week

• Any additional marketing exposure (social media posts, website banners, newsletters, etc.)

This step ensures that both parties have a clear understanding of deliverables and expectations.

3. Outline Payment Terms

Specify the compensation model. Common structures include:

• Flat rate per episode or campaign

• Cost per mille (CPM), where sponsors pay based on every thousand downloads

• Affiliate or commission-based models

Also, include payment due dates, invoicing terms, and any penalties for late payments. If applicable, outline bonuses for exceeding download targets or providing performance reports.

4. Include Creative Guidelines

Set boundaries and expectations around ad content. Will the host read the script provided by the sponsor? Will there be room for personalization? Are there topics or phrases that should be avoided?

This section helps avoid misunderstandings and ensures that both the podcast’s voice and the sponsor’s message remain consistent and aligned.

5. Define Intellectual Property and Usage Rights

Clarify who owns what. Typically, the podcast retains ownership of its content, while sponsors may be granted limited rights to use the episodes or clips for promotional purposes. Be specific about usage limits and duration.

6. Add a Termination Clause

Life happens—so it’s smart to include an exit strategy. Outline the conditions under which either party can terminate the agreement, such as breach of contract, ethical concerns, or unforeseen changes in business circumstances. Also, mention the notice period and how unused payments or deliverables will be handled.

7. Add Confidentiality and Exclusivity (if needed)

If you're sharing sensitive analytics or performance data, a confidentiality clause is key. You may also want to discuss exclusivity—will you be allowed to take on similar sponsors in the same category?

8. Signature Section

Wrap up your agreement with a space for both parties to sign and date the document. This finalizes the deal and makes the agreement legally binding.

A well-crafted podcast sponsorship agreement isn't just a formality—it’s a roadmap for a successful, stress-free collaboration. By using this step-by-step template, podcasters can protect their work, maintain creative control, and build lasting partnerships with sponsors who truly value their audience and content.