Can athletes help expand sponsorships by introducing brands to new sports or audiences?

Yes, but it ultimately comes down to math and sales. Sponsors need to connect the dots on how they'll sell product to that new audience. There's an opportunity cost consideration - if those same dollars could be spent somewhere else with proven returns, it's hard to justify starting something new. Deals introducing brands to new audiences often include spec fuel or lubricant requirements to help cover costs and guarantee some sales. Having a lookalike audience to the sponsor's existing customer base makes the pitch more compelling.