Why do sponsors prefer long-term athlete relationships over short-term deals?
Answered in: Sponsor Interviews & Expert Sessions — Series BundleThe Answer
Monster Energy prefers long-term relationships because they can create compelling stories over time. Joe Parsons explains that 'it's easy to discontinue a contract' but he'd 'rather work with that program and develop it and create a story.' The payout from long-term partnerships is more rewarding because you're creating the human side of the story - following athletes through highs and lows. People watch stories about people, and stories are what audiences remember, not statistics. Many of Monster's athletes have been with them for 15-20 years, including Johnny Greaves (since 2006), Shannon Campbell (since 2006), and Cameron Steele (since 2007).
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Sponsor Interviews & Expert Sessions — Series Bundle
Long-form conversations with the people who write the checks and the people who help racers get them: Monster Energy's CFO, Coca-Cola, Hookit, the Mint 400, Wahoo's, super-agent Bob Walker, Megan Meyer and more. 14 recordings, 8 hr 56 min. Includes: Monster Energy CFO Explains ROI; Al Rondon of Coca Cola explains what sponsors want; How Monster Joe selects teams to sponsor; Bob Walker explains everything about agents & agencies; Matt Martelli on sponsorships and activations; How Hookit values social media; Megan Meyer on how to grow a social following; Megan Meyer on creating value with social media; Wing Lam on getting sponsored by Wahoo's FIsh Taco; Get the media to talk about you; Creating 20 Years of Value; Rob Mac 30 Year BFG; Why BOXO USA sponsors racing; Why K&N Filters sponsors racing.
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