How far in advance should athletes approach sponsors for funding?

According to Joe Parsons at Monster Energy, athletes need to work at least two years in advance. He explains that 'nine times out of 10, even if it's a relatively nice deck that's been sent to you, the budget's been filled two years ago.' Contracts can take six months just to get finalized, so if you're doing a one-year deal, by the time the contract is solidified, the deal might already be over. This is why Monster prefers two to three year deals minimum - it allows both parties to leverage the program and build momentum.