An extra salesperson can go a long way in driving new sponsorship revenue.

The Los Angeles County Fair has posted a 15 percent increase in sponsorship revenue, exceeding its goal of 12 percent.

LACF in February hired Alex Cuevas as account executive, corporate sponsorships. Cuevas joins three other employees in the fair’s sponsorship sales department: Dale Coleman, vice president; Melissa DeMonaco, director of sales; and Linda Zammit, senior account executive.

Cuevas leveraged relationships cultivated at Chivas USA—his previous employer—to secure partnerships with L.A. Care Health Plan and other companies. The Major League Soccer team ceased operations following the 2014 regular season.

“The sponsorship sales cycle can take 18 months, but Alex brought some of his existing relationships,” said DeMonaco, noting that Zammit and Coleman also played a significant role in securing new partners.

LACF signed 12 new sponsors in 2015, bringing its total sponsor roster to 39 companies. In addition to L.A. Care Health Plan, other new partners include Geico, Hewett-Packard, Living Social, Solar City, Sprint and Subway.

Dale Coleman secured Subway after being paired with a Subway franchise owner at a golf outing. The sales executive used the opportunity to educate the owner about the fair’s reach and how it draws a larger crowd than pro sports teams and other local attractions during its 23-day run.

The effort paid off in a big way. Subway provided the fair with a cash fee and promotional support in 1,000 restaurants throughout Los Angeles. The QSR is touting the fair on posters, table tents and in-store videos and is running a special offer on customer receipts that dangles a $25 admission and an unlimited ride wristband.