What do sponsors look for beyond just race results and podium finishes?
Answered in: 2022 MX Sponsorship Summit: Why Brands SponsorThe Answer
Sponsors value several things beyond results: product feedback and testing (especially endemic brands who use athlete input for product development), professional behavior and approachability with fans, strong social media presence and content creation, the ability to be a positive brand ambassador, marketability and personality, and the athlete's family behavior. As one panelist noted, you could have the fastest racer but if they're not marketable or good with fans, they may not be worth sponsoring.
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Related Questions
Why do different types of companies sponsor athletes and what are their specific goals?How important is an athlete's family in the sponsorship decision process?What mistakes do athletes make when submitting sponsorship proposals and decks?What is B2B value in sponsorships and how can athletes leverage it?How can amateur or regional riders create value for sponsors when they're not getting major media coverage?
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