How can I leverage my sponsors' other partners to amplify my content and exposure?

Race teams shouldn't be the only avenue sponsors use for content - teams should try to partner with other partners of the sponsor. A successful example: Method Race Wheels brought Haley Deegan to race the Mint 400, then connected with Haley's other sponsors (Heat Wave Sunglasses, Ford, Monster Energy) plus existing Mint 400 sponsors. The whole program was force multiplied because everyone was creating and sharing content. When sponsors create content at events, smart events share that content, give sponsors raw video and photos to integrate into their own production, and the whole thing gets amplified through everyone's combined reach.