How to get Sponsors for Events or Single Columns

The websites have particular events or columns like an interview series, a weekly forecast, a monthly survey or any special project. They can find the sponsors for them individually. There are companies looking for such sites. Such opportunities get the advertisers to focus their products or service to specific group of audience and for the site owners; of course more money.
Mashable has several options for advertising on the site and there are possibilities to sponsor some particular articles or columns like ‘ Daily Poll’ and the “Web 2.0 Invites’.
Problogger is another site runs such projects occasionally.