How can athletes provide value to sponsors when they can't race due to circumstances like COVID or off-season?

Proactively reach out to sponsors and ask what you can do to continue delivering value when racing isn't happening. Focus on social media content creation - this becomes your primary value delivery mechanism. Create posts featuring sponsor products, engage with fans, and find creative ways to showcase sponsor brands. The key is being proactive rather than waiting for sponsors to ask for concessions on existing contracts. When you over-deliver during difficult times, it strengthens the relationship and demonstrates your commitment to the partnership beyond just race day visibility.