What do successful sponsored athletes do between races and off the track that makes them valuable?

Wheel Pros' Brian Henderson said he cares more about what racers do OFF the track than on it. Successful athletes: 1) Cultivate a lifestyle that authentically incorporates sponsor products in daily life, 2) Talk about sponsors naturally in conversations - even mentioning wheels to a valet when parking, 3) Create content year-round, not just during race season, 4) Help identify and recruit upcoming racers who could become sponsored (building their 'cartel'), 5) Show up at sponsor dealerships, appear at events and tradeshows, 6) Offer their vehicle for sponsor booth displays, 7) Maintain a professional public persona on personal social media, 8) Connect sponsors with each other for B2B opportunities. Atturo Tires emphasized asking: if it's a 12-race series, that's only 24 days - what are you doing the other 340 days of the year?