Sponsorships are multi-dimensional deals. You can create added value programs for your sponsors, too. Stuff that involves mentions of your site for an extra value, which proves the effectiveness of your site. The one thing that really puts off advertisers is not knowing where their ads are running at any given moment. For just this reason, whenever we schedule a client to run outdoor boards, we always make it a point to post one billboard right outside the client' s office, just so he can see it out his window.
Advertisers like to know they can click on a site and see their stuff.
It makes them feel warm, and in a sense, they're right. Because if they feel warm about knowing where to go to see their stuff, it makes it easier for them to believe their prospects will, too. The fact is that advertisers are out there. And they are looking for opportunities. But banners ain't gonna do it for you.