Imagine the scene: a football podcast host has agreed to promote your brand. He has half an hour between recordings, opens WhatsApp and finds... a JPEG logo with a white background, a “say the app is good” message and a forty-character link. What is he going to do? Improvise — and probably get your brand’s name, URL and promise wrong. You paid for the ad placement and left the outcome to chance.Now picture the other scene: he receives a folder with the logo in the right formats, a 30-second script that rolls off the tongue, three lines he can deliver in his own words, a unique short link and artwork sized exactly for a story. He records it in ten minutes, the ad sounds natural, and you can track the results. The difference between the two scenes isn’t money — it’s preparation.This article is the handbook for that preparation: the partner promotion kit, a kind of brand guidelines document with the focus reversed — not on how YOU use your brand, but on how other people should use it when talking about you. To wrap up, we’ll apply it all to a real case: the pickup-game management app Sem Firula (gestao.semfirula.com) being promoted on football podcasts.1. Why the kit matters: being taken seriously is a logistical decisionFirst-time advertisers often assume credibility comes from the size of the company. It doesn’t. It comes from signals of professionalism that the partner can read in seconds:The partner has little time and many brands. Someone who arrives prepared comes across as knowing exactly what they want; someone who says “send me whatever you need” shifts the work to the other side — and the other side charges for that in attention, priority and, sometimes, price.Consistency is reputation. If every partner describes your brand differently, the audience hears about five different products. The kit ensures that the core promise stays the same on the podcast, in the story and in the video — and that repetition is what builds recognition.Without a kit, you can’t measure. If there is no unique link or promo code for each partner, you will never know which placement brought in a customer and which brought silence. And what cannot be measured cannot be renewed intelligently.Brand protection. The kit is where you spell out what the partner may and may not claim about the product. Without it, an exaggerated promise made by a third party becomes your problem — including a legal one.A partner describes your product with a promise it cannot deliver (“does everything on its own”), because no one explained what to say. Whose problem is it?Answer: The brand’s, because it did not provide the kit with what may and may not be claimed — the advertiser is responsible for its own brand communications, and it is the kit’s job to give the partner clear boundaries. Outsourcing the message without guidance means outsourcing the risk without any control.2. Both sides of the table: what you provide and what you ask forEvery promotional partnership involves two documents — and confusing them creates friction:The partner’s media kit is what THEY provide to sell you the ad space: audience size (downloads per episode, subscribers, reach), audience profile (age, cities, interests), available formats (host mention, pre-recorded ad, post, story, video) and pricing (per placement or by CPM, the cost per thousand listeners/viewers).The advertiser’s kit — the subject of this article — is what YOU provide so the partner can execute the campaign properly: brand identity, messaging, materials, tracking and rules.Have yours ready before requesting the media kit. Showing up with your kit in hand changes the tone of the negotiation: you stop being “a guy with an app” and become “an advertiser”.3. The advertiser’s kit, piece by pieceThink of the kit as one folder (Google Drive or similar), with clear subfolders and self-explanatory file names. The partner should never have to ask, “Which logo should I use?”3.1 Visual identityLogo in three versions: horizontal, vertical (stacked) and the standalone icon/symbol — because every space calls for a different format. For each version, provide the color variant, the all-white version (for dark backgrounds and video) and the all-black version.Formats: SVG (vector, for any size) and PNG with a transparent background at least 2,000 px wide. Never send the logo as a JPEG: it has no transparency and arrives with a white box around it.Color palette: the colors in hexadecimal code (e.g. #0D2B33) and RGB. Two or three main colors are enough; more than that becomes visual soup.Typography: the name of the primary font and where to get it (or a free equivalent). The partner will rarely install a font, but their designer might.Clear space and minimum size: an image showing how much empty space the logo needs around it and the smallest width at which it remains legible (e.g. 120 px on screen, 25 mm in print).What not to do: a single page showing the classic mistakes — stretching it, changing the color, placing it over a cluttered photo, adding a shadow or recreating it with another font. One visual “don’t” is worth more than ten paragraphs.3.2 The message: what to say, in three lengthsThis is the heart of the kit, and it is what most brands forget. Provide the message ready to say out loud, in three lengths:One sentence (up to 12 words): what it is and who it is for. If the partner can say only one thing, this is it.Three benefits: what the product solves, in the audience’s language — not yours. “Automatic scoresheet results” is a benefit; “multisport architecture” is jargon.The 30-second pitch: a paragraph the host can read or paraphrase. Include the pronunciation of any name that could be mispronounced (the website address, for example).Complete it with: the target audience in one line (so the partner can adapt the tone), a single call to action (one request only: “go to site X” — never “follow, download, subscribe and share”) and the offer or promo code, if applicable.3.3 Podcast ad scripts: 30 and 60 secondsPodcasts sell two main formats: the host-read, which is more natural and more effective, and the pre-recorded ad, a finished spot inserted during editing. Prepare both.For a host-read, write the script as spoken copy, not website text: short sentences, no acronyms, the brand name spoken at least twice and the URL once, slowly, at the end. The duration guide:30 seconds ≈ 70 to 80 words. 60 seconds ≈ 140 to 160 words.Also provide a bullet-point version (3 to 5 lines) for hosts who prefer to speak in their own words — the best podcast ads are born that way. State clearly in the kit whether improvisation is acceptable and what cannot change within it (the name, the URL, the offer).A podcast host prefers to describe the product in their own words instead of reading the script. The advertiser’s best approach is to...Answer: Allow it, providing the essential talking points and marking what cannot be changed — the host’s spontaneous delivery is the format’s most valuable asset (that is what the audience trusts). The kit is not meant to constrain the host; it exists to protect what is non-negotiable and leave everything else open.3.4 Visual materials: the dimensions for every assetEvery channel has its own dimensions, and sending the wrong artwork is the same as sending none. Reference dimensions (width × height, in pixels):Instagram feed (square): 1080 × 1080. Vertical feed (4:5): 1080 × 1350 — it takes up more screen space and usually performs better.Stories, Reels, TikTok and Shorts (9:16): 1080 × 1920. Keep text and logos away from the edges: the top and bottom 250 px are covered by the apps’ interfaces.YouTube thumbnail (16:9): 1280 × 720, file under 2 MB.Podcast episode cover: 3000 × 3000, JPG or PNG, in RGB — the standard required by distribution platforms.Link-sharing image (Open Graph): 1200 × 630 — this is the image that appears when the link is pasted into WhatsApp, LinkedIn and similar platforms.Video overlay (lower third): 1920 × 1080 in transparent PNG, with the logo and URL in the lower third, so the video podcast editor can place it on screen while the host speaks.For each asset, send the final artwork and the editable version (or at least the logo and text as separate elements), because the partner may need to adapt it. Name the files according to their use: “semfirula_story_1080x1920.png” says everything; “final_v3_ok2.png” says nothing.3.5 Video and audio: specifications that prevent reworkHorizontal video (for insertion in a video podcast/YouTube): 1920 × 1080, MP4 with H.264 codec, 30 frames per second, AAC audio at 48 kHz. Length: 15, 30 or 60 seconds — send the 30-second version by default. Place the logo in the first 3 seconds and the URL in the final 5 seconds.Vertical video (Reels, Shorts, TikTok, Stories): 1080 × 1920, same specifications, 15 to 30 seconds. Include burned-in captions: a large share of the audience watches without sound.Audio spot (pre-recorded ad): 30- and 60-second versions. WAV format at 48 kHz (16 or 24 bits) or MP3 at 320 kbps. Normalize the volume to the podcast standard, around −16 LUFS for stereo (with a maximum peak of −1 dBTP), so the ad does not come in louder or quieter than the program’s voice.A music-free version with voice only is also useful: the editor can add the program’s own music.3.6 Tracking: how to know whether it workedFor each partner, create: a unique short link (e.g. semfirula.com/nomedopodcast) that redirects to the right page with UTM parameters (utm_source=nomedopodcast, utm_medium=podcast, utm_campaign=lancamento); a unique promo code bearing the partner’s name, if there is an offer; and a QR code for the link, for printed artwork and video screens.That way, every sign-up tells a story: where it came from, which ad drove it and which week it arrived. It is with that number — not with “I thought it went well” — that you decide whether to renew.3.7 Usage rules and the legal sideInclude one straightforward page in the kit covering: what may be claimed (and what may not — no “the best”, “guaranteed” or “everyone uses it”); authorization for the partner to use the brand, including the term and channels; whether there is category exclusivity (the podcast does not promote a competitor during the same period); and the obligation to disclose that it is advertising content (“sponsored content”, “paid partnership”), in accordance with Brazilian advertising guidelines and each platform’s rules.3.8 Logistics: deadlines, contact and reportingFinish the kit with the operational details: a single brand contact for questions; the material delivery deadline (one week before recording is the minimum courtesy); whether the ad requires prior approval; the date and number of placements; and the report the partner will send afterward (episode downloads or views, plus whatever else they can measure).4. How to deliver it: three formats, one body of contentThe same kit should exist in three packages, because every partner consumes content differently:A shared folder containing everything, organized into subfolders (01-logo, 02-mensagem, 03-artes, 04-video-audio, 05-links, 06-regras).A public page on the website (e.g. semfirula.com/parceiros) with the essentials and a button to download the folder — this is what you send in the first contact and what makes the brand look established.A one-page PDF: the executive summary with the logo, tagline, three benefits, 30-second pitch, partner link and contact details. It is what the presenter opens on their phone, in the studio, two minutes before recording.5. Case study: Sem Firula on soccer podcastsLet's put the kit together for real. Sem Firula (gestao.semfirula.com) is an amateur sports management app: rosters, attendance lists with separate goalkeeper and outfield-player spots, scoresheets with automatic results, top-scorer rankings, payment tracking and the month's financial results — soccer, volleyball, basketball, tennis and frescobol. A free plan with no credit card required, plus paid plans starting at R$ 29,99 per month.Why soccer podcasts? Because soccer podcast listeners organize or play pickup games. The fit between audience and product is the first criterion for any partnership — and here, it is almost perfect.5.1 The message in three lengthsOne sentence: "Sem Firula organizes your pickup game: the roster, scoresheet and payments, all from your phone."Three benefits: (1) No more WhatsApp group lists — the event opens automatically, with separate spots for goalkeepers and outfield players. (2) The scoresheet automatically finalizes the score and top-scorer ranking, and everyone can follow along through the link. (3) You know who has paid and how much is left at the end of the month, without keeping notes in a notebook.Target audience: anyone who organizes the Saturday pickup game or Thursday team — the "list owner" who currently does everything on WhatsApp.Call to action: "Sign up for free at gestao.semfirula.com" (say: "management dot sem firula dot com").5.2 30-second script (host-read)"Anyone who organizes pickup games knows the problem: the WhatsApp list gets chaotic, the goalkeeper disappears, and no one remembers who paid. Sem Firula solves that. You create the game, people sign up, the goalkeeper spot stays separate from the outfield-player spots, the scoresheet finalizes the score automatically, and the app shows who has paid. It's free, with no credit card required. Go to management dot sem firula dot com and put together your Saturday team. Sem Firula: an organized pickup game, without the fuss."(≈ 80 words)5.3 60-second script (host-read)"Let me talk about a problem everyone here knows: organizing a pickup game. The list in the group gets chaotic, the goalkeeper confirms and then disappears, and at the end of the month no one knows who paid for the field. Sem Firula was built for this. You create your organization, add the roster and publish the game — the app opens the list at the right time, with a goalkeeper spot separate from the outfield-player spots, and anyone who drops out frees the spot for the next person. During the game, you record goals and assists and the score updates automatically; anyone who stayed home can follow along through the link. There is also a top-scorer ranking. And the money side: monthly members are marked as paid, one-off players pay the daily fee through the app, and the month's results appear on one screen. It works for soccer, volleyball, basketball, tennis and frescobol. It's free for up to thirty players, with no credit card required. Go to management dot sem firula dot com. Sem Firula: an organized pickup game, without the fuss."(≈ 160 words)5.4 Talking points for the presenter to put in their own wordsNo more WhatsApp group lists: the game opens automatically, with separate goalkeeper and outfield-player spots. The scoresheet automatically finalizes the score and top-scorer ranking. You can see who has paid and the month's results. Free for up to 30 players, with no card required. Address: management dot sem firula dot com. Non-negotiables: the name "Sem Firula", the address and the phrase "free, with no card required".5.5 The file packageHorizontal and vertical logos, plus an icon, in SVG and transparent PNG, in color, white and black versions. 1080 × 1920 artwork for a story with the podcast link's QR code. 1080 × 1350 artwork for the feed. 1920 × 1080 lower third in transparent PNG with the logo and address. 30-second video in 1920 × 1080 and 1080 × 1920, with captions. 30- and 60-second audio spots in 48 kHz WAV, −16 LUFS, with and without music. One-page PDF with the message, scripts, link and contact details.5.6 Tracking and rulesExclusive link: gestao.semfirula.com/[nome-do-podcast] with UTM parameters (utm_source=[podcast], utm_medium=podcast, utm_campaign=peladas2026). A coupon, if there is an offer on the paid plans, using the podcast's name. Rules: you can say "free for up to 30 players, with no card required"; you cannot say "the best soccer app" or promise features that do not exist; the ad must be labeled "sponsored content". Exclusivity: no competing team-management app during the same month.5.7 What to ask the podcast before signingAverage downloads per episode over the last three months (not the historical total). Audience age profile and cities. Available formats and the placement of the insertion (beginning, middle or end of the episode — the middle usually retains more listeners). Price per insertion or CPM. Examples of ads they have already run. And a simple report after the ad runs. With this data and your trackable link, you can calculate the cost per sign-up for each partner — and renew with the ones that deliver.When evaluating two soccer podcasts to advertise Sem Firula, the MOST important criterion, before price, is...Answer: The fit between the podcast's audience and people who organize pickup games — a large but poorly aligned audience is expensive and converts poorly; a smaller, highly targeted audience converts. Followers, age and cover art are secondary signals; the trackable link then confirms (or disproves) the fit with data.6. Putting it all together: the kit checklistBefore sending the first "shall we make it official?", check that the folder contains:Logo in SVG and transparent PNG, three versions, three colors. Hexadecimal color palette and typography. "Don't" page. Message in three lengths (sentence, benefits, 30 s pitch), target audience and a single call to action. 30- and 60-second scripts in spoken language, plus talking points and non-negotiables. Artwork in each channel's required sizes, with self-explanatory file names. Horizontal and vertical 30 s video with captions; normalized 30- and 60-second audio spots. Exclusive short link with UTM, coupon and QR code for each partner. Usage rules, brand authorization, exclusivity and "sponsored content" disclosure. One point of contact, deadlines, approval process and reporting terms agreed in advance. And the three delivery packages: folder, public page and one-page PDF.“Amateurs expect the partner to understand the brand. Professionals deliver the brand already understood.”- A rule of thumb from advertisersBlockItemSpecificationPurposeVisual identitySymbol (primary logo)SVG + transparent PNG, minimum 2.000 px; color, white and black versionsAny application; white for dark backgrounds and video, black for one-color printHorizontal and vertical logoSymbol + name + tagline; color, white and blackHorizontal for headers and lower thirds; vertical for square spacesAvatar, favicon and podcast cover1024 × 1024, 512 × 512 and 3000 × 3000 (JPG/PNG, RGB)Social media profiles, app icon and episode/partnership coverColor palette and typographyColors in hexadecimal and RGB; font name and free equivalentPartner can reproduce the brand without inventing a color or fontUsage rulesClear space, minimum size, use over photos and "don't" pagePrevents the logo from being stretched, recolored or given a drop shadowMessagingSingle sentenceUp to 12 words: what it is and who it is forIf the partner can say only one thing, this is itThree benefitsIn the audience's language, without jargonBasis for the presenter to improviseTarget audience and call to actionAudience in one line; one request (website), with the address pronunciationPartner adapts the tone and says the correct addressOfferFree plan, coupon or special termsReason to act nowPodcast scripts30-second script70 to 80 words, in spoken languageRead by the presenter (host-read)60-second script140 to 160 words, in spoken languageLonger insertion with more product featuresTalking points + non-negotiables3 to 5 lines; mark the name, address, offer and "sponsored content" as fixedEnables improvisation while protecting the essentialsArtworkStory / Reels / Shorts / TikTok1080 × 1920 (9:16); nothing in the top or bottom 250 pxVertical for social mediaVertical feed1080 × 1350 (4:5)Instagram post that occupies more of the screenSquare feed1080 × 1080 (1:1)Square postYouTube thumbnail1280 × 720 (16:9), under 2 MBVideo coverLink image (Open Graph)1200 × 630Preview when the link is pasted into WhatsApp, LinkedIn and XLower third1920 × 1080, transparent PNG, lower third, with "sponsored content"Video overlay while the presenter speaksVideo and audioHorizontal video1920 × 1080, MP4 H.264, 30 fps, AAC 48 kHz; 15/30/60 s; logo in the first 3 seconds, address in the last 5Insertion in video podcasts and YouTubeVertical video1080 × 1920, same specifications, 15 to 30 s, embedded captionsReels, Shorts, TikTok and StoriesAudio spot30 s and 60 s; WAV 48 kHz (16/24 bits) or MP3 320 kbps; −16 LUFS, peak −1 dBTP; versions with music and voice-onlyRecorded podcast insertionTrackingExclusive short linkOne per partner (e.g.: semfirula.com/nomedopodcast)What the presenter saysUTMutm_source=parceiro, utm_medium=podcast, utm_campaign=nome-da-campanhaWhat analytics reads: measures sign-ups by partnerCoupon and QR codeCode using the partner's name; QR code for the exclusive linkTracks the offer and printed or on-screen artworkRules and legalWhat may and may not be claimedList of permitted claims; prohibit superlatives, guarantees and nonexistent featuresProtects the brand from promises it cannot keepBrand usage authorizationChannels, term and purposeLimits use to what was agreedCategory exclusivityNo competitor during the same periodPrevents a rival ad in the same episodeAdvertising disclosure"sponsored content" or "paid partnership" (CONAR and platform rules)Legal complianceLogisticsSingle point of contactOne brand email or phone numberPartner knows whom to askDelivery deadlineMaterials delivered up to 7 days before recordingTime for the partner to preparePrior approvalDefine whether it is required (host-read usually does not require it)Prevents delays and misunderstandingsPost-campaign reportEpisode downloads or views and anything else the partner measuresCompare with UTM sign-ups and decide whether to renewDelivery packagesShared folderSubfolders 01-logo, 02-mensagem, 03-artes, 04-video-audio, 05-links, 06-regras; self-explanatory file namesComplete materials for the partnerPublic pageExample: semfirula.com/parceiros, with the essentials and a button to download the folderFirst contact; the brand looks establishedOne-page PDFLogo, sentence, benefits, 30 s script, partner link and contactThe presenter opens it on their phone before recordingWhat to ask the partnerAudienceAverage downloads per episode over the last 3 months (not the historical total)Actual reachAudience profileAge, cities and interestsConfirms the fit with the productFormats and priceHost-read, recorded insertion, post, story; episode placement; price per insertion or CPMCompare partners on the same basisExamples and reportAds already run and a report templateExecution quality and measurementPractical exerciseIn one hour, put together the minimum version of your kit: write the single sentence, three benefits and 30-second script for your product; export the logo as a transparent PNG in color and white versions; create a short link with UTM for a fictional partner; and gather everything into a one-page PDF. Then run the definitive test: ask someone who does not know the product to read the PDF and explain, in one sentence, what it does and who it is for. If the answer matches your single sentence, the kit is ready. If it does not, you have just discovered — cheaply — what the partner would have discovered at a much higher cost.
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