You've got to flat believe in this and be dedicated. Mackey is a perpetual contender, but he's got a Vince Lombardi edge to his outlook. That may seem too self-deprecating, but much of the world may feel the same way because despite his brand name and record, Mackey can't seem to click with sponsors. Major outdoor clothing manufacturers support the Iditarod and its champions. Local stores host autograph parties.
Corporations invite more recent champions to speak Outside.
Part of it is his own fault. He hates asking people for money, hates prettying up to sell himself. When he did try, he was repeatedly disappointed. More recently, he has not even asked. In 1993, Rick Mackey finished third in the Iditarod.