What's the best way to start a sponsorship relationship with a fuel or consumable company?

Start with a product deal rather than asking for cash. VP Fuels prefers to 'dip their toe in the water' with product discounts or product deals before justifying cash expenditures. This lets both parties test if they're good partners for each other. Cash dollars are 'hard fought' and require justification, so product deals are easier to approve initially. If the partnership works well, it can evolve into a combination of product and cash support over time.