Do athletes need to win championships to maintain sponsorship value?

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.