This page shows one possible sponsorship example for a mythical London tour operator sponsoring an equally mythical page on walking in London. Sponsorship is more costly than simple banner ads, but by creating your advertising message with care and a thought to the needs of your audience, you may find that the price of sponsorship is actually a more cost-effective method of gaining customers than banner ads.
Sponsorship creates a more lasting impression with readers than banner ads.
Your company name becomes associated in reader's minds with the content you are sponsoring. No, of course not. It depends on your resources and the audience you are trying to reach. I would not recommend sponsorship of the entire Britain Express site to a Bed and Breakfast operator in a small Cotswold village - though it might well be worth their while to consider sponsoring pages specific to the Cotswolds. These are people actively considering travel to and within the United Kingdom.