Do athletes need to win championships to maintain sponsorship value?
Answered in: Sponsor Interviews & Expert Sessions — Series BundleThe Answer
No - athletes like Dean Wilson have maintained their value despite not always being at the top of the leaderboard because of their strong social media presence. Brands want the 'full package' - both wins and exposure/visibility/promotion. Athletes who win but don't embrace social media struggle to complete the value chain sponsors need. Conversely, engaging athletes who share their lifestyle authentically can be more valuable than less-engaged winners. The key is adding value to partners regardless of race results.
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Sponsor Interviews & Expert Sessions — Series Bundle
Long-form conversations with the people who write the checks and the people who help racers get them: Monster Energy's CFO, Coca-Cola, Hookit, the Mint 400, Wahoo's, super-agent Bob Walker, Megan Meyer and more. 14 recordings, 8 hr 56 min. Includes: Monster Energy CFO Explains ROI; Al Rondon of Coca Cola explains what sponsors want; How Monster Joe selects teams to sponsor; Bob Walker explains everything about agents & agencies; Matt Martelli on sponsorships and activations; How Hookit values social media; Megan Meyer on how to grow a social following; Megan Meyer on creating value with social media; Wing Lam on getting sponsored by Wahoo's FIsh Taco; Get the media to talk about you; Creating 20 Years of Value; Rob Mac 30 Year BFG; Why BOXO USA sponsors racing; Why K&N Filters sponsors racing.
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