Why do sponsors prefer long-term athlete relationships over short-term deals?

Monster Energy prefers long-term relationships because they can create compelling stories over time. Joe Parsons explains that 'it's easy to discontinue a contract' but he'd 'rather work with that program and develop it and create a story.' The payout from long-term partnerships is more rewarding because you're creating the human side of the story - following athletes through highs and lows. People watch stories about people, and stories are what audiences remember, not statistics. Many of Monster's athletes have been with them for 15-20 years, including Johnny Greaves (since 2006), Shannon Campbell (since 2006), and Cameron Steele (since 2007).