Option 1:

Beck does not seek out the sponsorships, the sponsorships seek out him. Everyone in Winnipeg knows him, so it is the goal of the local business to get Beck to sponsor their product or service. The nationwide sponsors come, sure, but it's the little guys that are at odds with each other fighting over his time. In order to remedy this, a few years ago they set up a sponsorship bank where anyone wishing for Beck to sponsor their business would put their card in a bucket. Cards (businesses) were then randomly assigned by a computer each season. Each random number was then assigned to a square yard on the ice. With new tracking tech, the business block with the most time Beck was in their square during the season would get the top sponsorships. The top 5 businesses won and the rest would have to retry for next year.