Why Some Motocross & Cycling Riders Never Get Sponsored

Most motocross and cycling enthusiasts dream of one day landing a sponsorship. The idea of getting free gear, financial support, and recognition is alluring. Yet, for the overwhelming majority, sponsorship remains out of reach. Here’s why most motocross and cycling riders never get sponsored—and what aspiring athletes can learn from these realities.

1. Oversaturation of the Field

Motocross and cycling are incredibly popular sports, with thousands of new riders hitting the tracks and trails every year. The sheer number of athletes competing for sponsorship far exceeds the number of available deals. Brands simply can’t support everyone, so only a select few make the cut.

2. Lack of Results or Competitive Edge

Sponsorship is a business deal: companies want to back riders who win races, break records, or stand out in some exceptional way. Most riders never achieve significant race results or develop a unique skill set that makes them marketable. If you’re not consistently on the podium or doing something exceptional, brands have little incentive to invest.

3. Poor Self-Promotion and Branding

Many riders assume that talent alone is enough. In today’s digital age, self-promotion is essential. Successful sponsored athletes often have a strong online presence, engage with fans, and act as effective brand ambassadors. Riders who neglect social media, don’t build a personal brand, or fail to network with sponsors miss out on crucial opportunities.

4. Lack of Professionalism

Approaching sponsors without preparation, sending generic emails, or failing to deliver on promises can ruin chances for support. Brands look for athletes who are reliable, communicative, and professional. Riders who don’t treat sponsorships as a business relationship often lose out to those who do.

5. Misunderstanding What Sponsors Want

Some riders focus solely on what they want from a sponsor—free gear, money, or race entry fees—without considering what they can offer in return. Sponsors are looking for value: exposure, increased sales, and a positive image. Riders who don’t demonstrate how they can help a brand’s goals are unlikely to get picked.

6. Limited Local or Regional Reach

Most riders participate in local or regional events with limited visibility. National or international exposure is rare, and sponsors tend to gravitate toward those who can give them the biggest audience. Without a broad reach, it’s tough to attract significant sponsorship.

7. Unrealistic Expectations

Many riders believe sponsorships are about getting everything for free, when in reality, most deals are partial (discounts, small stipends, or support for specific events). Unrealistic expectations often lead riders to overlook smaller, more attainable opportunities that could help them grow.