They need to be a consummate salesperson and extremely professional. You have to network big time and develop strong, lasting relationships with key people. Plus, Lundgren adds, you have to produce results and come in with something to offer in the first place. It's a classic sponsorship conundrum. Sponsorship approaches are varied.
Trouble is, there is an infinite amount of work associated, a tremendous amount of time and effort.
Any TV appearances or coverage must be tracked, recorded, and tapes mailed. Racers who want to maintain healthy, long-term relationships have to perform as professional business people, even if racing is just a sideline gig. Though some cynics call adventure racing a sport for the elite, that isn't altogether true. Another approach is to go for the singular entity with bigger pockets, a corporation wishing to join the adventure fray. This can simplify things because you are only dealing with one, rather than multiple, sponsors.