What internal communication do sponsors need and how can athletes help provide it?

Sponsors need to justify their investments internally to multiple stakeholders including marketing leaders, finance teams, and executives. Stanley Black & Decker sends weekly reports to 200 people globally. Tony shared that a CFO once told him he always saw money going out but never saw it being activated - highlighting the need for visible proof of sponsorship value. Athletes can help by providing content, photos, social media engagement data, and results that sponsors can package into internal reports. Finance people especially need to see the sponsorship in action, not just see expenditures. Clear, visual documentation of activations helps sponsors sell the partnership internally.