What do sponsors look for when selecting individual racers versus series sponsorships?

Major brands like Holley focus primarily on sponsoring sanctioning bodies and series rather than individual racers because it allows them to reach many racers at once through contingency programs. They work with individual racers mainly when breaking into a new series with a particular product or when they need to test and prove out new technology. Individual racers who get sponsored typically become early adopters who help test products, provide feedback, and can offer technical support to other racers at tracks.