How can I create value for sponsors when I'm not winning races or getting podium finishes?

Focus on driving sales through B2B and B2C relationships. Richie Lewis from E3 Spark Plugs emphasized that introducing sponsors to other business contacts who could become customers is far more valuable than logo placement. Tony Yorkman from K&N stressed the importance of having others tell your product story through original content that speaks to their audience. You can also create value through appearances at retail stores, sampling products at events, and building strong social media engagement. The key is thinking like an extension of the sponsor's marketing and sales team.