2022 MX Sponsorship Summit: Creating Value thru Social Media

Sponsors look at engagement and interactions rather than just follower numbers. They use a 'power to weight ratio' comparing followers to interactions (likes, comments, shares). An athlete with 5 million followers but only 10 likes per post is an obvious red flag. Brands also evaluate the quality and consistency of content, whether posts are professional and well-shot, and if the athlete's brand image aligns with the sponsor's values. Fake followers are easily detected because purchased followers don't generate sustained engagement over time.

Yes, absolutely. Alpine Stars has turned down athletes and influencers with millions of followers because their content didn't align with the brand's image. Content showing illegal activities, crashes for entertainment, political statements, or polarizing content can disqualify athletes from support. Brands have even ended long-term relationships when supported athletes posted inappropriate content. Everything posted online is permanent, even if deleted, and sponsors do thorough research before and during partnerships.