Little bit of both. Being able to hear that someone is seeking Pro-Staff is a benefit, sometimes companies announce this. You first need to put together a fishing resume. Send it out to companies that you already use their product, do not wait to be approached.
There will be different expectations for different companies and different type sponsorships. Some will be product sponsorships, some monetary for expenses.
The way I look at it, if you have to use another lure that the fish wants, that just happens sometimes.
I am not much of a help, but I try.