What is the best way to get a brand's attention and start a sponsorship relationship?

The most effective approach is to meet brand representatives in person at events they attend. Both Optima and Boxo emphasized that relationships are everything. Cam stated the best approach is 'come and make friends' at events - whether races, automotive shows, or cars and coffee meetups. The ideal icebreaker is telling them you already use and love their product. Brands attend hundreds of events yearly (Optima attends about 605 events per year), so research their schedule and show up. You don't need to meet the marketing director specifically - meeting any brand representative and building that relationship is valuable.