What's the best way to make initial contact with a potential sponsor?

Don't make your initial reach through social media or text, even if you know the person's phone number. Call them or send a formal business-structured email for that first introduction. Don't send your full deck in the initial introduction - make it more casual, introducing who you are and what you're doing. Wait for a response, then follow up with a complete deck. Face-to-face meetings at events, races, and trade shows remain the most important component for starting relationships. Interestingly, some partnerships now begin when digital/social teams notice athletes tagging the brand frequently and track their engagement analytics.