What makes athletes valuable to sponsors beyond just winning races?
Answered in: Sponsor Interviews & Expert Sessions — Series BundleThe Answer
According to Joe Parsons, the sponsorship 'was never about winning. It wasn't about failure. It was about all of it.' Monster values athletes who can tell a compelling story of progression over time. He explains that people don't remember statistics - they remember stories. An athlete's value comes from documenting their journey, representing themselves well, being able to connect with different audiences (like Casey Currie who can 'hang out with rock crawlers and have a good time, but yet can also go up to the corporate offices and get a deal done'), and helping sponsors connect with other sponsors through B2B relationships.
Want the complete breakdown?
Get full access to Sponsor Interviews & Expert Sessions — Series Bundle
Sponsor Interviews & Expert Sessions — Series Bundle
Long-form conversations with the people who write the checks and the people who help racers get them: Monster Energy's CFO, Coca-Cola, Hookit, the Mint 400, Wahoo's, super-agent Bob Walker, Megan Meyer and more. 14 recordings, 8 hr 56 min. Includes: Monster Energy CFO Explains ROI; Al Rondon of Coca Cola explains what sponsors want; How Monster Joe selects teams to sponsor; Bob Walker explains everything about agents & agencies; Matt Martelli on sponsorships and activations; How Hookit values social media; Megan Meyer on how to grow a social following; Megan Meyer on creating value with social media; Wing Lam on getting sponsored by Wahoo's FIsh Taco; Get the media to talk about you; Creating 20 Years of Value; Rob Mac 30 Year BFG; Why BOXO USA sponsors racing; Why K&N Filters sponsors racing.
Related Questions
Ready to master sponsorships?
Get instant access to Sponsor Interviews & Expert Sessions — Series Bundle and start implementing these strategies today.