How do you approach a potential sponsor without coming across as too pushy or salesy?

Play it slow and focus on building a genuine relationship first rather than immediately pitching for sponsorship. Jeff Proctor met his Honda contact at an airport and they bonded over their shared love of racing - he didn't even know the person's position at first. He invited him to drive his truck and they attended events together as friends. Six months later, over casual conversation at a pub after the Indy 500, the sponsorship opportunity naturally emerged. The key is to establish common ground and authentic connection before any business discussion happens.