What should racers without a large following do to stand out when approaching sponsors?

Even without thousands of followers, racers need to start building their social media presence and demonstrating their ability to create impressions for sponsors. Focus on creating quality content consistently - pre-race interviews, post-race content, behind-the-scenes footage of testing and preparation. Learn to edit videos on your phone and post them quickly while they're still relevant. Study what successful racers have done on social media and adapt their strategies to your own personality and style. The key differentiator when knocking on the same doors as other racers is your ability to create content and digital engagement. Start teaching these skills early - even 12-year-old racers should be learning to create and edit content. Building that social presence over time is what will eventually give you leverage with sponsors.