With the World Sumo Championships landing in London this week, we thought we’d test Bernard - our new AI sponsorship sidekick - on something a little different.

Could he help a sponsorship manager find new brand partners for… sumo wrestling?

Spoiler: he didn’t flinch.

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Step 1: Finding brands already in sumo

We started with a simple search - simple.

“Find me companies already involved in sumo sponsorship.”

Bernard returned a very short list. Turns out, not many global brands are backing wrestlers the size of small hatchbacks. Fair enough.

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Step 2: Finding creative ways in

We got more playful and asked Bernard.

“Find companies whose messaging includes large objects pushing against each other.”

One result. (And yes, it was exactly the kind of construction company you’d expect.)

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Step 3: Thinking bigger - literally

This is where Bernard came into his own.

“Find companies whose messaging includes ‘pushing the limits’ and have over 1,000 employees.”

Seconds later - 749 companies.

Automotive giants. Tech innovators. Fitness brands. Engineering firms.
Suddenly, the world of potential partners just got a lot bigger (and stronger).

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Step 4: Training Bernard on our proposition

Next, we told Bernard what makes our event special - heritage, global reach, and the unmatched spectacle of 150kg athletes colliding in silk belts.

He absorbed it all instantly, understanding our tone, audience, and selling points.

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Step 5: Letting him work his magic

Then, the fun bit.

“Find the best people to talk to at these companies and write emails that connect.”

Within minutes, Bernard had identified sponsorship leads, tailored messaging for each sector, and drafted outreach that felt human - not templated.

Each email reflected the event’s personality, the brand’s tone, and a shared sense of excitement about pushing limits.

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The takeaway

Sumo might not be your sport (unless you’re lucky), but the process is the same.

Bernard takes the spark of an idea - however niche - and turns it into a list, a strategy, and a first draft that gets attention.

So whether you’re chasing fintech partners, betting companies, or just someone brave enough to put their logo on a mawashi - Bernard’s ready to help.