What is B2B value in sponsorships and how can athletes leverage it?

B2B (business-to-business) value comes from connecting sponsors with each other through the athlete. When an athlete has multiple sponsors, they can facilitate relationships between those brands through cross-promotions, joint content, and collaborative marketing. Making one good impression with a sponsor can lead to referrals to their network of contacts. Sponsors often collaborate on apparel collections, co-branded products, and joint promotions. Athletes who understand how to help their sponsors work together become more valuable to everyone involved.