What makes sponsors want to renew an athlete's contract?

Renewals happen when athletes become synonymous with the brand - like Jeff Gordon with DuPont, Mark Martin with Valvoline, or Tony Stewart with Home Depot. Sponsors track customer sales data connected to athlete appearances (e.g., if a customer's sales went up 20% after attending a race with a specific driver). Athletes who generate content, tell stories for the brand, actively represent the company at appearances and on TV, and bring customers closer to purchase decisions are most likely to get renewed. The key is moving from being a sponsored athlete to becoming a true brand ambassador where people automatically associate you with the brand.