There's more than one way...
How do you find the decision-maker? Remember, most Alternative Revenue sales are not necessarily from a media buy.
Source: Brandeis C. Hall, RAB
Rather, it could come from the public relations department, the marketing manager, the Vice President of Advertising, the Brand or Product Manager, Regional Sales Manager...even as a directive from the President of the company.
Don't think there's only one door into your sponsorship partner; if one door shuts, just open another one.