What personal qualities do sponsors look for in athletes they sponsor?

Sponsors want athletes who are genuine, professional, positive, and fun to be around - even when they're not winning. A contagious positive attitude and 'never give up' mindset translates well to the brand. Being a consummate professional in front of cameras and media is essential, as is reliability in doing the 'little things' like wearing sponsor logos, mentioning sponsors in interviews, and delivering on contractual obligations without being reminded.