When surf contests are part of my goal plan I take it seriously. I notice a difference in performance if I have not prepared adequately. This truth is no different in any other sport. The problem with athletic training for surfing is the sport's 'soul' dimension. To get sponsored you have to believe in and know yourself very well.
People tend to gravitate to and feel secure around confident and motivated people.
Another factor is your reputation. Surfing is sort of a club. The higher up you get, the more you see it. It's like members only. They have seen it all, and solid character goes a long way.