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2023 Off Road Fall Sponsorship Summit 4
Session from the 2023 Off Road Sponsorship Summit (October 4, 2023): Helping Sponsors Go Viral — creating real sponsor value beyond podiums, from brands that back creators. With Kyle Ahrensberg (President, Vision Canopy), Guy Trotter (President, Surface Sun Systems), and Blake Wilkey (SHREDDY, Urban Assault Series).
Questions answered in this video
10 questionsAthletes can create value through social media, being brand ambassadors, and creating additional media content beyond just racing results. Racing provides the foundation and credibility, but the real value comes from being versatile - showcasing your lifestyle, creating viral content, and connecting sponsors with audiences they wouldn't reach otherwise. As one brand owner explained, they can get the same value from partnering with one versatile athlete who creates content and engages audiences as they would from partnering with three people who only race.
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.
What makes an athlete's social media engagement valuable to sponsors versus just having a large following?
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How can athletes go above and beyond basic sponsorship deliverables to over-deliver for sponsors?
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What's the best approach when content you worked hard on doesn't go viral?
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Which social media platforms should athletes focus on when just starting out?
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What video format and length works best for social media engagement?
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How do social media algorithms actually work and what signals matter most?
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How should athletes balance authentic storytelling with sponsor promotion requirements?
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Why do sponsors value athletes who make their lifestyle and success seem achievable to everyday people?
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