Podcast Sponsorship Agreement Template

In plain language: Identifies the podcast host or production company and the sponsor as legal entities, names the specific show, and summarizes the campaign — number of episodes, ad slots, and campaign flight dates.

Common mistake: Naming the show without identifying the legal entity behind it. If the host operates under an LLC or corporation, the contract must name that entity — not a personal name or show title — to be enforceable against the right party.

In plain language: Specifies exactly what the sponsor is buying — pre-roll, mid-roll, or post-roll; host-read or produced; duration; and whether dynamic ad insertion is permitted.

Common mistake: Agreeing to a 'sponsored episode' without specifying the number, position, and duration of individual ad placements. Vague deliverables lead to disputes over whether a 20-second mention satisfies the same obligation as a 90-second segment.

In plain language: States the total fee or CPM rate, the invoicing trigger (publication date or download threshold), payment method, and late payment consequences.

Common mistake: Agreeing to CPM pricing without defining the measurement window and the download-counting methodology. If the contract is silent on when downloads are counted, host and sponsor will use different numbers and the fee calculation becomes a dispute.

In plain language: Sets a minimum download commitment the host promises to deliver and defines the remedy — additional episode, partial credit, or refund — if that threshold is not met.

Common mistake: Omitting a make-good clause entirely and assuming the flat-fee payment transfers all performance risk to the host. Without it, underperforming episodes leave the sponsor with no contractual remedy short of litigation.

In plain language: Establishes who controls the ad message, whether the host may use their own words, how many rounds of revision the sponsor is entitled to, and the approval timeline before recording.

Common mistake: No approval deadline on the sponsor's side. Hosts who record and publish without written approval, and sponsors who demand re-records after publication, are both exposed when there is no clock on the review process.

In plain language: Defines who owns the episode and the ad content, grants the sponsor a limited license to use clips for promotional purposes, and restricts the host from using the sponsor's trademarks beyond the campaign.

Common mistake: No time limit on the sponsor's clip license. A sponsor who reposts host-read clips indefinitely without a defined end date is using the host's voice and likeness beyond the scope of the paid arrangement.

In plain language: Restricts the host from accepting sponsorships from any brand competing directly with the sponsor's product or service category for the duration of the campaign.

Common mistake: Defining the exclusivity category too broadly — 'finance' rather than 'direct-to-consumer budgeting apps' — which blocks the host from taking unrelated sponsors in adjacent industries and creates disproportionate revenue loss the sponsor did not pay for.

In plain language: Requires the host to make a clear and conspicuous paid-partnership disclosure at the opening of every sponsored segment, in compliance with FTC Endorsement Guides.

Common mistake: Placing the FTC disclosure only in show notes rather than verbally in the audio. The FTC requires disclosures to be clear and conspicuous in the same medium as the endorsement — a text-only disclosure does not satisfy the requirement for an audio ad.

In plain language: Sets the campaign flight dates, conditions for early termination by either party, notice requirements, and whether any episodes already published remain live after termination.

Common mistake: No clause addressing whether published episodes stay live after the campaign ends. Sponsors frequently ask for episode removal after a partnership concludes — without a default rule in the contract, the host has no clear obligation either way.

In plain language: Each party warrants that it has the right to enter the agreement, that the content it provides is accurate and legally compliant, and that each party will indemnify the other for losses arising from its own breaches or misrepresentations.

Common mistake: One-sided indemnification that only protects the sponsor. If the host makes a false product claim based on inaccurate talking points supplied by the sponsor, the host bears the FTC or consumer-protection liability without any contractual recourse — a clause that courts may find unconscionable.

A podcast sponsorship agreement is a legally binding contract between a podcast host (or production company) and a brand sponsor that defines the terms of a paid advertising arrangement. It covers the number of episodes, ad placement type and duration, compensation, exclusivity restrictions, FTC disclosure obligations, IP licensing, and termination conditions. Without a written agreement, both parties are exposed to payment disputes, undefined deliverables, and regulatory compliance gaps.

Yes — any paid arrangement, including in-kind product exchanges, should be documented in a written contract. A written agreement creates enforceable obligations on both sides, defines what constitutes a deliverable, provides a clear payment schedule, and satisfies FTC documentation requirements for paid endorsements. Informal email agreements are difficult to enforce and often missing critical terms like exclusivity and IP licensing.

At minimum: legal names of both parties, the show name and campaign flight dates, ad format and placement details, total fee or CPM rate and payment terms, a download guarantee with make-good remedy, category exclusivity definition, FTC disclosure language, content approval process, IP licensing terms, and termination conditions. Missing any of these commonly results in disputes over deliverables or compensation.

CPM stands for cost per mille — the fee a sponsor pays per 1,000 episode downloads or listens. Typical podcast CPM rates range from $15 to $25 for pre-roll placements and $25 to $50 for mid-roll host-read ads, depending on the show's niche and audience demographics. Tech, finance, and business shows typically command higher CPMs than general-interest content. The agreement should specify the analytics platform and counting window used to verify the download figure.

Category exclusivity is a contractual restriction that prevents the podcast host from accepting sponsorships from any brand competing directly with the sponsor's product or service during the campaign period. For example, a financial app sponsor might request exclusivity in the 'personal budgeting app' category. Sponsors typically pay a premium for exclusivity, and hosts should ensure the category is defined narrowly enough that it does not inadvertently block unrelated revenue streams.

Yes. The US Federal Trade Commission requires that any material connection between a host and a sponsor — including payment, free products, or other compensation — be clearly and conspicuously disclosed to listeners. For audio content, this means a verbal disclosure at the start of the sponsored segment. Text-only disclosures in show notes are not sufficient on their own. Similar disclosure requirements apply in the UK under ASA guidelines and in the EU under the Audiovisual Media Services Directive.

If the agreement includes a download guarantee, the host typically owes a make-good remedy — most commonly a free additional episode or a pro-rata credit against the next invoice. The specific remedy should be defined in the contract, along with the measurement window (typically 30 days after publication) and the analytics source used to verify performance. Without a make-good clause, the sponsor has limited contractual recourse short of disputing the invoice or pursuing breach-of-contract claims.

Whether a sponsor can demand episode removal depends entirely on what the agreement says. Without an explicit clause, there is no default rule, and disputes are common. Best practice is to include a clause stating that published episodes remain live after the campaign ends unless the sponsor submits a written removal request within a defined window — typically 30 days after the final episode's publication date.

For straightforward single-show, single-season deals with clear flat-fee pricing, a well-prepared template is typically sufficient. Engage a lawyer when the deal involves significant CPM guarantees, a podcast network spanning multiple shows, complex IP licensing, international parties, or an exclusivity arrangement that represents a material portion of the host's revenue. A one-hour template review from a media attorney typically costs $300–$500 and is worthwhile for campaigns valued above $10,000.