How can racers provide value to sponsors beyond just putting a decal on their car?

Sponsors value racers who can become proficient with their products and provide technical support to other racers at tracks, essentially becoming an extension of the company's tech support team. Other valuable contributions include leveraging B2B relationships by introducing sponsors to distributors, retail chains, or other business partners. Racers should think about what they can bring to help the sponsor sell products rather than just asking what they can receive.