How do product companies like helmet and safety gear manufacturers approach sponsorships differently?

Racing Force (Bell Helmets, OMP) focuses on series sponsorships, team partnerships, and professional driver sponsorships that often involve R&D collaboration. About 80% of their products sell through distributors, so they're careful not to compete with their own retail partners through sponsorships. They prefer when sponsored athletes are already wearing their products rather than switching from competitors. Sponsorships often start through distributor relationships and may evolve to direct sponsorships as racers advance. They research potential sponsees thoroughly through social media and by talking to other competitors about how candidates conduct themselves.