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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2022 MX Sponsorship Summit: Why Brands Sponsor
Session 1 of the 2022 Motocross Sponsorship Summit, recorded live at Troy Lee Designs (August 26, 2022): Why Brands Sponsor — why companies sponsor motocross, what they expect from representation, why you should never offer "exposure," and what to offer instead. With Alex Striler (summit host and author of Motorsports Marketing and Sponsorships), Randy Valade (Moto Brand Manager, Troy Lee Designs), Wing Lam (Founder, Wahoo's Fish Taco), Josh Shorter (Brand Manager, THOR), and Pat Lopez (Athlete Manager, OGIO Powersports).
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