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In 2017, a bike company has 70k sponsorship budget for a female mtbr. Do they
go with a rider who has dedicated her life to her chosen discipline, a rider
who has competed against the best and won, a rider who has sacrificed on a
level we will never know or understand?
Or do they go for an athlete model who is younger, more beautiful and who
doesn't race on the circuit, train like a Spartan and instead treats her role
as a full time social media person constantly pumping out content and building
her own brand awareness and sending bucketloads of referral traffic to her
Tracey Mosely or Hannah Barnes - pick one - the econometrics will determine
which rider provides the greatest uplift.
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