How can athletes create value for sponsors without always being on the podium or winning races?

Athletes can create value through social media, being brand ambassadors, and creating additional media content beyond just racing results. Racing provides the foundation and credibility, but the real value comes from being versatile - showcasing your lifestyle, creating viral content, and connecting sponsors with audiences they wouldn't reach otherwise. As one brand owner explained, they can get the same value from partnering with one versatile athlete who creates content and engages audiences as they would from partnering with three people who only race.