What is Sponsorship Deck?

A sponsorship deck is your podcast's sales tool for attracting advertisers. It typically includes your show's description, audience demographics, download statistics, listener engagement metrics, and available advertising packages with pricing. Think of it as a media kit specifically focused on monetization opportunities. A well-crafted sponsorship deck answers the key questions sponsors have: Who listens to your show? How many people? How engaged are they? What's your show about? And what advertising options do you offer? Most sponsorship decks are 2-4 pages and include sections on audience insights (age, location, interests), episode performance (average downloads, growth trends), and ad package details (pre-roll, mid-roll, post-roll options with CPMs or flat rates). Some podcasters also include testimonials from previous sponsors, case studies showing campaign results, and information about their content calendar. The goal is to make it easy for potential sponsors to understand your value proposition and see why their brand would be a good fit. Many podcasters create different versions of their deck for different sponsor types—B2B companies might care more about listener job titles, while consumer brands might focus on lifestyle and interests.