What do young or growing brands look for when sponsoring athletes?

Young brands look for well-rounded partnerships that fit their profile and goals. Key factors include: the athlete's ability to fill voids in the brand's market reach, strong social media engagement (not just follower count), versatility across multiple markets, authenticity in how they use and represent products, and the ability to connect with everyday people. Brands particularly value athletes who can introduce them to new audiences and demographics they couldn't reach otherwise.