What makes a sponsorship authentic versus just transactional?

Authentic sponsorships happen when the athlete genuinely uses and loves the product as part of their daily life and routine. Sambazon asks athletes 'what fuels you during your day?' and wants them to naturally incorporate the product into their lifestyle content. The key is not pretending to be someone you're not - be yourself and let your genuine enthusiasm for the product come through. Sponsors can tell when athletes are just chasing money versus when they truly believe in the brand. The product should already be part of your diet or routine before you approach the company.