What do sponsors look for beyond race results when evaluating athletes to support?

Sponsors want athletes with good attitudes, strong family support, and personalities they'd enjoy spending time with at races. They look for long-term relationship potential, shared values, and authenticity. Max Lee emphasized wanting to sponsor kids who are 'down to go mountain biking, down to go fishing' - people he'd want to hang out with beyond just the racing. Sponsors also value athletes who proactively show appreciation, post about products without being asked, and look for opportunities to give shout-outs. Community involvement and helping others also builds significant equity with sponsors.