How do sponsors evaluate an athlete's social media value beyond just follower count?

Sponsors look at engagement and interactions rather than just follower numbers. They use a 'power to weight ratio' comparing followers to interactions (likes, comments, shares). An athlete with 5 million followers but only 10 likes per post is an obvious red flag. Brands also evaluate the quality and consistency of content, whether posts are professional and well-shot, and if the athlete's brand image aligns with the sponsor's values. Fake followers are easily detected because purchased followers don't generate sustained engagement over time.