How can I create value for my sponsors when I'm not racing?

Racing is just the platform and foundation - the base that gives you credibility. But most of the real work creating sponsor value happens between events. You can create value through social media posts, getting media coverage in magazines, newspapers, TV and podcasts, sending out press releases through a publicist, doing appearances, and match races. The key is staying active and visible during the off-season and between races, not just expecting the race event itself to do all the promotion.