What should athletes do beyond racing to attract and retain sponsors?

Athletes should: 1) Create content like docuseries and videos showcasing their lifestyle and sponsor products in use. 2) Allocate 20-30% of sponsorship funds back into marketing for sponsors. 3) Act as the brand's marketing arm at events where the company can't have personnel. 4) Engage fans outside of racing through appearances, social media, and lifestyle content. 5) Facilitate business-to-business connections between sponsors. 6) Provide product sampling opportunities to fellow racers and industry contacts. 7) Create lead generation, VIP experiences, and autograph sessions. During COVID, successful teams stayed valuable by creating content and finding new ways to promote sponsors without racing.