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2022 MX Sponsorship Summit: Creating Value thru Social Media
Session 4 of the 2022 Motocross Sponsorship Summit, recorded live at Troy Lee Designs (August 26, 2022): Creating Value Through Social Media — content calendars, planning and scheduling, the best times to post, what interactions are, and how algorithms put a dollar value on motocross sponsorships. With Megan Meyer (Creator, Driven By Social Academy), Rich Houseman (eCommerce Manager, Hookit), and Heath Cofran (Media & Company Communications, Alpinestars).
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9 questionsSponsors look at engagement and interactions rather than just follower numbers. They use a 'power to weight ratio' comparing followers to interactions (likes, comments, shares). An athlete with 5 million followers but only 10 likes per post is an obvious red flag. Brands also evaluate the quality and consistency of content, whether posts are professional and well-shot, and if the athlete's brand image aligns with the sponsor's values. Fake followers are easily detected because purchased followers don't generate sustained engagement over time.
Yes, absolutely. Alpine Stars has turned down athletes and influencers with millions of followers because their content didn't align with the brand's image. Content showing illegal activities, crashes for entertainment, political statements, or polarizing content can disqualify athletes from support. Brands have even ended long-term relationships when supported athletes posted inappropriate content. Everything posted online is permanent, even if deleted, and sponsors do thorough research before and during partnerships.
Which social media platforms should motorsports athletes prioritize in 2022-2023?
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How often should athletes post on social media to maintain sponsor value?
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Do sponsors include specific social media posting requirements in their contracts?
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Is it better to tag all sponsors in every post or feature them individually?
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How can athletes use HookIt to improve their sponsorship prospects?
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What content should athletes post during the off-season to maintain sponsor relationships?
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How can athletes tell if their social media strategy is working for sponsors?
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