How do you maintain a sponsorship partnership for 30+ years like Rob MacCachren with BFGoodrich?

Rob MacCachren's 30+ year partnership with BFGoodrich is built on several principles: treating racing as a job and business, being consistent and professional at all times, always trying to give back more than you receive, over-delivering on commitments, attending shows and events even when not required, being on time, and maintaining loyalty to partners rather than constantly shopping for better deals. According to Nate Hunt from BFGoodrich, Rob never needs to be policed about having decals on the truck, wearing the right logos, mentioning BFGoodrich on podiums, or tagging them on social media - he just does it automatically. The relationship works because both parties try to over-deliver: Rob exceeds expectations while BFGoodrich provides better tires and promotional opportunities like trips to global meetings.