How can companies that aren't directly related to racing (non-endemic sponsors) be good sponsorship targets?

Non-endemic companies can be excellent sponsorship targets because there's less competition for their attention. Fifth Third Bank chose motorsports specifically because no other banks were doing it, giving them a wide open market to differentiate themselves from competitors. David Morton noted he doesn't receive many sponsorship pitches, suggesting racers are overlooking financial institutions and similar companies. Banking services are commoditized, so sponsorship in motorsports allowed them to stand out in a way that traditional marketing couldn't achieve.