How should athletes think about sponsorship when they can't directly prove sales ROI?

Several approaches work when direct sales tracking isn't possible: 1) Focus on brand awareness and equity - if you can't increase quantity sold, help the brand charge more by elevating their prestige, 2) Help with specific marketing initiatives like content creation, retailer relationships, or new product launches, 3) Collect leads and email addresses at events for sponsors to follow up with, 4) Use affiliate codes or special URLs to track what you do generate, 5) Document and report your social media metrics (impressions, engagement, reach) on sponsor-related posts, 6) Survey your audience to provide demographic data sponsors can use. NGK's Jackie Donahue noted they don't sell direct to consumers, so she focuses on how racers can help with retailer relationships and pull co-op marketing funds to support sponsorship activities.