2023 Off Road Fall Sponsorship Summit 4

Athletes can create value through social media, being brand ambassadors, and creating additional media content beyond just racing results. Racing provides the foundation and credibility, but the real value comes from being versatile - showcasing your lifestyle, creating viral content, and connecting sponsors with audiences they wouldn't reach otherwise. As one brand owner explained, they can get the same value from partnering with one versatile athlete who creates content and engages audiences as they would from partnering with three people who only race.

Young brands look for well-rounded partnerships that fit their profile and goals. Key factors include: the athlete's ability to fill voids in the brand's market reach, strong social media engagement (not just follower count), versatility across multiple markets, authenticity in how they use and represent products, and the ability to connect with everyday people. Brands particularly value athletes who can introduce them to new audiences and demographics they couldn't reach otherwise.