How has sponsorship changed from traditional media to digital content, and what do sponsors value most today?

Sponsorship has evolved significantly over the past 30 years. In the early days, getting a picture in a magazine was considered successful. Then TV became the dominant venue, especially for short course racing, because it offered much more visibility. Today, the focus has shifted entirely to digital content and social media. The key is creating a connection between the sticker on your vehicle and the end consumer through digital interactions. Simply having a logo on your car without any way to connect that to businesses is a tough sell and gets tougher every year. Sponsors now care more about impressions, followers, and social media engagement than just race wins. Some energy drink sponsors have explicitly said they don't care if you win races - they care about videos that create likes, follows, and impressions.