How can amateur or regional riders create value for sponsors when they're not getting major media coverage?

Amateur riders create value through word-of-mouth influence at local tracks, driving traffic to brick-and-mortar dealers, creating content on their own social channels, and being a respected figure in their regional racing community. Regional athletes who are respected can recommend products to younger riders who look up to them, and they serve as a connection between national brands and local dealers. Sales reps and local connections often identify promising amateurs who then get elevated to higher sponsorship tiers.