Do I need to be winning competitions to get sponsored?

While brands like Monster Energy emphasize winning because victories generate natural publicity, you don't have to be winning every event to provide value. You can still create high-quality content that sponsors can use in their marketing, point of sale materials, e-commerce pages, and presentations. Brands like Wahoos and Sambazon focus more on being part of the lifestyle and experience rather than just podium finishes. They want athletes who represent the brand authentically in their daily activities, not just at competitions.