When is the best time to approach sponsors about partnerships?

Don't approach sponsors when budgets are already set - this is a common mistake. One of the first questions you should ask any potential sponsor is 'When do you develop what next year looks like?' The answer is NOT trade shows like PRI. Understanding each company's planning and budgeting cycle allows you to time your outreach when they're actually making decisions about new partnerships, rather than when everything is already locked in.