Let's talk about one of the most successful partnerships in modern podcasting: Andrew Huberman and Momentous. When they teamed up, Momentous saw its sales 20x. That’s not a typo.
But the question PR pros and marketers should be asking isn't "How can I sponsor the Huberman Lab podcast?" It's "What made that partnership work so well, and how can I replicate that success for my own clients, even without a massive budget?"
This isn't just about sponsorships. This is a case study in finding perfect alignment and leveraging a host's trust. We're going to break down the key strategic lessons from this deal that you can apply to your own podcast outreach, whether you're pitching a guest or exploring a partnership.
The Backstory: A Perfect Match of Brand and Creator
First, some quick context. Momentous is a supplement company focused on high-performance, scientifically-backed products. Dr. Andrew Huberman is a neuroscientist whose podcast, Huberman Lab, does deep dives into science-based tools for everyday life.
On paper, it’s a perfect fit. Momentous was a brand obsessed with quality and scientific rigor, struggling to break through the noise. Huberman was a credible scientist building a massive, loyal audience that trusted his recommendations implicitly. In 2022, they signed a multi-year partnership.
The results were explosive. But the "why" is what matters for your PR strategy.
Takeaway #1: Audience Alignment is Everything
You can have the best product or the most brilliant client in the world, but if you're talking to the wrong audience, it doesn't matter.
- The Lesson: Momentous didn't just sponsor a health podcast; they partnered with a host whose audience was composed of the exact people most likely to buy their products—individuals who care deeply about health optimization and trust scientific expertise.
- How PR Pros Apply This: This is the core of effective podcast outreach. Your job isn't just to find shows in a category. It's to find shows whose specific listeners match your client's target demographic. Don't just pitch "business" podcasts; find the ones that talk about "B2B SaaS leadership" if that's your client's niche.
- The Podseeker Shortcut: This is where a professional podcast search becomes critical. Instead of guessing, you can filter our 3M+ show podcast database by specific categories, nuanced keywords like "gene expression," and estimated audience size and demographics. This helps you find perfect audience alignment before you ever write a pitch.
Takeaway #2: Host Credibility is Your Biggest Amplifier
Huberman's audience trusts him. He spends hours breaking down complex science in a way that's understandable and actionable. When he recommends something, it doesn't feel like a generic ad read; it feels like advice from a trusted expert.
- The Lesson: The host's credibility is transferable to the brands and guests they feature. A recommendation or an engaging interview with a credible host is infinitely more powerful than a banner ad.
- How PR Pros Apply This: Before pitching, vet the host. Do they have real authority in their space? Check their guest history. Are they featuring other respected experts? A good host elevates their guests.
- The Podseeker Shortcut: Our show profiles include recent guest history. You can quickly see who has been on a show to gauge its credibility and thematic fit. If you see a name you recognize, like "Richard Edelman," you can even click it to find other podcasts he's appeared on, uncovering a whole network of credible shows.
Takeaway #3: Invest in the Right Opportunities, Not Just Any Opportunity
Momentous invested a significant amount of money in their partnership with Huberman. For PR pros, the investment isn't always cash; it's your valuable time and your client's reputation.
- The Lesson: It's better to invest heavily in a few perfectly aligned opportunities than to spray and pray across hundreds of mediocre ones. The ROI from one great podcast appearance on the right show will almost always outweigh the results from ten appearances on irrelevant ones.
- How PR Pros Apply This: Focus your energy. Use data to build a short, high-quality media list of podcasts that are a perfect fit. Spend your time crafting deeply personalized pitches for those shows instead of sending out generic templates. If you need inspiration, we have some great podcast pitch examples.
- The Podseeker Shortcut: The entire Podseeker workflow is designed for this. You can find shows, qualify them with in-depth data, get verified contact info from our podcast database, build a targeted media list, and then use our integrated pitch tool to craft and track personalized outreach—all in one place.
Replicating Their Success with Smart PR Outreach
The Momentous-Huberman partnership is a masterclass in finding the perfect fit. While it was a paid sponsorship, the core principle is universal: connect a valuable product or expert with a trusted host and their engaged, relevant audience.
You don't need a massive budget to achieve this with PR. You need a smart strategy and the right tools to execute it efficiently. By focusing on deep research, audience alignment, and personalized outreach, you can create your own high-ROI podcast partnerships.
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