Matt Martelli on sponsorships and activations

You don't need an entire production team to produce quality content. With an iPhone and basic editing skills, you can do a lot. Social media algorithms now actually favor phone-created content over highly produced content, giving individual athletes an advantage in reaching people. Start by building a content schedule with small goals and build from there. Once you get comfortable with platforms like Instagram, Facebook, Twitter, or YouTube, create more content around yourself - not just race results. In-phone editing is available now, and tools like Premiere work well. When ready to level up, consider a DSLR camera with interchangeable lenses to improve quality.

People relate to people. Data analysis has shown that some of the most valuable sponsored athletes get their highest engagement not from competition highlights, but from content that lets people into their personal lives. For example, a top Nike athlete (Brazilian skateboarder Leticia Bufani) got more views and engagement from lifestyle content than from skateboard tricks or contests. There's no silver bullet - you need to try things and see what people relate to, but ultimately fans want to follow you and be part of your journey as a racer and eventually as an influencer.