How do sponsorship expectations differ between consumable products (like energy drinks) and durable goods (like coolers)?

With consumable products like energy drinks, the primary sponsorship goal is sampling - getting the product into people's hands to try. Athletes might give out cases of product at events. With durable goods like premium coolers, the focus shifts to brand awareness, demonstrating features and benefits, and directing people where to buy. Since you can't give everyone a $500 cooler to try, word of mouth becomes even more critical. Athletes representing durable goods need to focus on visible product usage (like having the cooler at their camper or water bottle on the sidelines) and educating potential customers about what makes the product worth the investment.