Why do brands sponsor athletes if not just for logo exposure?

The days of logos on race cars providing sufficient value are gone. Brands sponsor athletes primarily to tell stories they can't tell themselves and to drive sales. Athletes provide authentic voices that brands can't replicate from headquarters - the genuine character of someone who lives and breathes the sport. Brands want content creators who can say things in ways the brand couldn't say directly. The ideal relationship bypasses brand awareness and goes straight to sales through B2B plays, affiliate links, and direct business relationships. Athletes are essentially paid marketers who happen to drive race cars.