[Useless]

Whether or not I think their tours are worth a damn is the most important thing to me these days. Program reputation means a lot too. If I have heard that they have screwed over another webmaster somehow, I won't touch them. Especially if it's any form of non-payment.

In response to the points you stated:
Board Persona - If they come off as an asshole, then I don't want to do business with them, otherwise I don't pay much attention to them on boards. I interact with webmasters, not sponsor reps.

Branding - Unnecessary.

Friends - I don't have any.

Sites - See my statement about tours.

Free content/FHGs - If they offer content it better be in series and at least 20-30 good uncompressed images per set. Otherwise it's shit to me. Most FHGs make me cringe, but I do list them. HFSs (preferably not built by graphic desingers) would make me much happier. This entire industry molds itself around TGP traffic while acknowledging that TGP traffic is shit. That's why most sponsors have FHGs but not HFSs and release content sets of only 12-16 pics. It's a constant contradiction. Everyone knows that link list/free site traffic converts much better than TGP, but sponsors ignore the needs of the free site builder.

Contests - Contests are only ever good for the big players. Us little guys don't have the traffic flow to win the contests that most sponsors start. So my answer is no. Contests won't make me join or aim my traffic at a sponsor.