What’s the Best Way to Get a Sponsor?
It’s not a pitch. It’s a relationship.
Let me get straight to it:
Just ask.
That’s my first response anytime someone asks: “How do I get a sponsor for my podcast, Instagram, or TikTok page?”
Or:
“How do I get my product into the hands of [insert major creator]?”
ASK.
It really can be that simple. Emails, DMs, texts, love letters—whatever your language is, start the conversation. Most people never do.
The Power of Mutual Fanship
That’s exactly how it happened between me and Liquid Death Mountain Water.
Back in 2018, Mike Cessario—founder of Liquid Death—was a fan of my Eagles podcast and a regular listener to 94WIP. At the time, Liquid Death was just getting started. He sent me a care package with one of their earliest can designs—and it was the coolest fucking can I had ever seen.
I don’t drink much. I’m a cheap date. But I hang with Eagles fans, and they party hard. Holding a can of water that looked like a beer? Game changer. Especially at tailgates drowning in plastic bottles that would inevitably end up in a New Jersey landfill. This can was sustainable, on-brand, and punk as hell.
And here’s the kicker: Mike already knew I loved Tool and Soundgarden—bands I talked about constantly on the show. He understood me. His brand fit me, and I fit them.
You Can’t Fake That Kind of Fit
That can of water changed my life.
I loved Liquid Death from the moment I cracked it open. I never once promoted it because I “had to.” I promoted it because I wanted to. I wanted them to succeed.
So much so that when they bought ad space on my show, I didn’t ask for more money—I asked if we could use that money to put Liquid Death vending machines in Suburban Station in Philly. I wanted the ad budget to create passive income for the show and for our future team.
That’s what I call being an on-the-ground investor—and it’s what all creators really are.
You’re not just a voice or a face.
You’re someone who knows their audience better than any media buyer ever will.
Relationships Pay Better Than Metrics
In 2021, when I asked Liquid Death to fund my new Eagles podcast, they gave me $10,000 upfront. No questions. No paperwork. No pitch deck.
I had:
0 listeners
0 subscribers
But I had trust.
They knew who I was, how I worked, and what I cared about. They’d been listening for two years. Supporting me for two more.
That deal didn’t come from analytics. It came from actual connection. And now? Liquid Death is one of the coolest, most recognizable brands on the planet.
Just being associated with during that time got me meetings. It’s opened the door to work with two active Philadelphia Eagles players. That’s more valuable than anything that shows up in my bank account.
For Entrepreneurs: Stop Praying, Start Listening
If you’re a business owner, I know you’re busy.
But instead of spraying micro-influencer cash at random creators, take five hours a week and do this:
Search keywords that relate to your mission on IG and Tik-Tok.
Watch or listen to creators who already talk like your audience.
Who makes you laugh? cry? creates value?
Reach out. Build a relationship. Make them a fan first.
Forget the media buyers. You’re not just buying impressions — you’re buying culture fit. That’s the ROI that matters.
For Creators: Don’t Chase Short-Term Money
Creators, listen up:
You do not want a sponsor who just throws you $200–$2,000/month based on your follower count.
Because:
That money rarely shows up on time.
You’re likely being underpaid and undervalued.
You’ll spend more time chasing invoices than creating.
Instead, partner with entrepreneurs you believe in. People who will let you shape the brand’s story, marketing, and direction as they grow.
Because when you build something together, you’re no longer just a “placement.” You’re an asset.
The Real Secret: Go Local First
If you remember anything from this post, let it be this:
Staying in your local community is king.
That’s where trust lives. That’s where your name carries weight. And that’s where a real partnership starts.
So go ahead. Ask. That’s the whole secret.
Want help writing your first sponsor pitch or building a brand deck that doesn’t feel corporate?
I’ve done it. Let’s do it together.
