VP Corporate Sponsorship is responsible for reaching out to business owners, CEO', and building relationships. Selling everything from advertising, naming rights, and suites .. there are literally thousands of advertising possibilities. If you can provide a longer standing relation with each it is always better.

The is answer to this question is outlined in the first question. But you also need to provide value to each event. I know several losing teams who still sell out their venue because the game is only 5% of the show.