How important is building relationships before pitching sponsors, and what's the best approach?

Building relationships before pitching is critical. Successful athletes introduce themselves, show who they are, and engage with marketing contacts before ever presenting a sponsorship deck. At trade shows like PRI, it's better to meet people during evenings at bars/restaurants or while they're setting up, rather than interrupting during show hours when they're selling to customers. One athlete spent 10 years building a relationship with VP Racing Fuels before securing a sponsorship. The approach should be inviting contacts to a follow-up call rather than immediately presenting deliverables and exposure metrics.