Make Your Podcast Sponsor-Ready: Craft Your Commercial Story
with Becky Lamb-Pritchard, Head of Podcast Growth & Partnerships at This Is Distorted
London Podcast Festival | Podcast Maker Weekend
For many independent and hobbyist podcasters, securing sponsorship can feel out of reach. Not because your show isn’t valuable, but because you haven’t yet translated that value into a clear commercial story. This workshop will break down the commercial process so you can confidently attract sponsors.
What to expect:
An action-led session focused on helping you shape how your podcast is positioned to brands and potential partners. We’ll go beyond downloads and dig into what actually makes a podcast commercially attractive. It’s about applying ideas in real, usable ways rather than just talking about theory. You’ll learn how to articulate the real value of your show, not just in numbers, but in audience connection, niche authority, and cultural relevance.
Who is it for?
- This workshop is ideal for:
- Independent podcasters and creators
- Hobbyist podcasters ready to explore monetisation
- Creators with an established show but no sponsorship strategy
- Anyone ready to take their podcast to the next commercial stage
You don’t need existing sponsorship experience, but a basic knowledge of podcast & audience growth.
What you’ll learn:
- How to define and communicate your podcast’s commercial narrative
- Why your podcast is worth more than download numbers alone
- What sponsors are actually looking for (and how to align with it)
- Key marketing foundations to make your podcast sponsor-ready
- Simple ways to position your show for partnership conversations
This event will last approximately 1 hour, with no interval.
Concessions & Under 30s tickets
Kings Place Concessions Tickets
We want to ensure that people who may be struggling financially to purchase a ticket can still enjoy visiting Kings Place. A limited number of tickets are allocated for certain events (if the ticket type does not show in the booking pathway, it means they are not available for this event or have all been sold). Concessions tickets are accessible for people on the following criteria (for more information visit our FAQs)
- Pension Credit
- Universal Credit
- Disability Benefit
- Income Support or Job Seekers allowance
- Students
£10 ‘Under 30s’ tickets
A limited number of £10 tickets are available for certain shows to attendees aged under 30. To access Under 30s tickets, your account needs to be updated with your Date of Birth. Please visit the account centre to add your Date of Birth and go to ‘Other Preferences’ to opt in to the Under 30s Scheme.
If £10 tickets are available, the ticket discount will apply automatically at checkout. If the discount does not apply, this means all ‘Under 30s’ tickets have sold out for the performance.
Please note that proof of age may be requested at the venue.
Plan your visit
Getting here
Kings Place is situated just a few minutes’ walk from King’s Cross and St Pancras stations, one of the most connected locations in London and now the biggest transport hub in Europe.
Our address is:
90 York Way, London, N1 9AG.
The Venue
Our performance spaces are situated on the lower ground floor. Hall One, Hall Two and St Pancras are located in level -2, reached by stairs, escalator and lift from the ground floor entrance level.
Event Times
Door times indicate auditorium entrance times only. Visitors are welcome to enjoy the Kings Place seating areas, gallery-level art, canal-side terrace, café, restaurant and bar throughout the day and evening.
- Our events begin promptly at the advertised start time. Typically, there is no support unless otherwise stated.
- We recommend arriving in good time before the performance. The Hall doors will open 30 minutes before the performance to allow time to take your seats, or to choose a space for standing shows.
- Latecomers will be admitted at a suitable break in the performance where possible
Access
We aim to make your visit to Kings Place as comfortable as possible. For more information about the accessibility of Kings Place, including details about our Access Scheme, please visit this page.
If you would like to discuss your access requirements with a member of our team, please get in touch with the Box Office team at info@kingsplace.co.uk.
Food & Drink
Rotunda Bar & Restaurant
Rotunda, situated on the ground floor of Kings Place, offers a unique dining and drinking experience alongside Regent’s Canal. The concert bar in the venue foyer will also be open for select events.
Green & Fortune Café
Recently re-furbished and now open with a new look, the Green & Fortune Café is open for selected concerts. Serving hot and cold food and drinks, including sandwiches, salads, soup, stew and a pie of the day, alongside a choice of cakes made by the on-site bakery team. See here for selected concert dates and standard opening hours.
Becky Lamb-Pritchard
Becky Lamb-Pritchard is Head of Podcast Growth & Partnerships at This Is Distorted and a Board Director at Audio UK. She creates award-winning branded podcasts that audiences return to, including LNER’s Routes, which won a Branded Content Award in 2025 and 2026.
With over 20 years in audio, she’s known for building innovative, audience-first podcast strategies that connect brands with listeners and deliver real impact. Becky is also a judge for major industry awards and a regular speaker on the future of podcasting.
Official partners of the London Podcast Festival
