How can athletes who don't make the podium still provide value to sponsors through media?

Create vlogs showcasing your personality and daily life, not just racing. Do race recaps on social media and tag your sponsors so they can share the content. Send sponsors a quick email with a two-paragraph summary of your weekend results, photos, and upcoming events. Look for series sponsors who aren't currently sponsoring any teams and offer to create content for them without charging. The key is being available and willing to participate in media opportunities that other riders might turn down because they're too focused on racing.