How important is an athlete's family in the sponsorship decision process?

Family behavior can make or break a sponsorship deal. Brand managers have explicitly stated they've declined to sponsor talented riders because their parents were 'loose cannons.' The family travels to events with the athlete and represents the brand alongside them. If parents aren't going to promote the brand positively or if people don't like them, sponsors don't want to be associated with that. The sponsorship relationship encompasses the entire support network, not just the individual athlete.