How should I maintain my relationship with sponsors over multiple years?

Treat your sponsor relationship like a marriage - you need to continuously 'date' them every year, not just during the honeymoon phase. Many sponsorships go dark in the middle years (years 3-5) because athletes focus only on winning and forget about nurturing the relationship. The key is consistent communication and visibility. Make sure your sponsors feel appreciated whether you're winning, losing, or delivering results. Don't let the relationship go stale just because things are going well.