What role does social media play in getting noticed by major sponsors today?

Social media has become a significant factor in sponsorship decisions. Companies like Toyota now have entire departments dedicated to social media, and they evaluate drivers based on their following, reach, and engagement. Having a social media presence is no longer optional - if you're not creating content regularly, you're falling behind those who are. Sponsors look at current drivers' social media performance and expect athletes to promote products through their networks. Even organic, unsolicited posts about a brand's products can catch a sponsor's attention and lead to opportunities.