I’m fascinated by the evolving and blurring lines between branded company podcasts and general interest shows. So I like highlighting and talking about podcasts at the intersection:

Financially Inclined sponsored by Greenlight

The show is produced by Marketplace, which is a public media organization and produces a number of podcasts in addition to their namesake show. This podcast hosted by Yanely Espinal is about financial literacy and oriented to older kids and young adults. It’s an interesting extension of their other show Million Bazillion that is targeted to younger kids and families.

Both of those shows have Greenlight as their title sponsor, which is a great fit as an app for building healthy money habits. And I’d consider a show relevant in the branded podcast space if there is an element that goes beyond just buying an ad in the show. In this case, Greenlight is featured in the show logo, and seems to be really well aligned with the editorial direction of the show. The show can still have other ads, as Financially Inclined does. Overall, this is a great example of where in-depth show sponsorship is a really good fit for a brand.