What do sponsors value more - winning races or creating content?

Content and storytelling are often more valuable than winning. AEM looks for 'winners' in terms of character - people who are well-respected, well-trusted, work hard, compete, and are prepared to do their best. They want to hear from racers win, lose, or draw. A story about how a product solved a problem at the track can go further for a company than making the winner's circle. The key is developing shareable stories that show real-world product performance, because testimonials from actual users carry more credibility than company advertising claims.