How important is an athlete's family in the sponsorship decision process?
Answered in: 2022 MX Sponsorship Summit: Why Brands SponsorThe Answer
Family behavior can make or break a sponsorship deal. Brand managers have explicitly stated they've declined to sponsor talented riders because their parents were 'loose cannons.' The family travels to events with the athlete and represents the brand alongside them. If parents aren't going to promote the brand positively or if people don't like them, sponsors don't want to be associated with that. The sponsorship relationship encompasses the entire support network, not just the individual athlete.
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2022 MX Sponsorship Summit: Why Brands Sponsor
Session 1 of the 2022 Motocross Sponsorship Summit, recorded live at Troy Lee Designs (August 26, 2022): Why Brands Sponsor — why companies sponsor motocross, what they expect from representation, why you should never offer "exposure," and what to offer instead. With Alex Striler (summit host and author of Motorsports Marketing and Sponsorships), Randy Valade (Moto Brand Manager, Troy Lee Designs), Wing Lam (Founder, Wahoo's Fish Taco), Josh Shorter (Brand Manager, THOR), and Pat Lopez (Athlete Manager, OGIO Powersports).
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