This past weekend I went to the Indy Dealer Expo.
The Dealer Expo is the largest showcase of off-road motorcycle products in the world. In the two days spent walking up and down crowded aisles, I am sure I missed many booths and lots of cool new products. It is just the way it is at Indy, so much to see and do.
I did get a chance to visit the guys at Matrix, now the proud producer of the new Atlas neck-brace. It is a great product with tons of unique features that differentiates itself from other forms of neck protection. It is also led by a few Canadians, Brady Sheren and Brad Maclean. Brady wasn’t there but Brad was there to represent their product. Brad has been in the industry since he was a kid kicking around his dad’s shop and racing the tracks of BC as a very good Pro rider, and is now a smart businessman. Between shooting the breeze with customers, he and I talked about racing, new things happening and of course the new Atlas Brace. He talked about a couple riders they support, namely Jake Weimer.
So, when I wandered in later that night to the cool little man cave MXP had secured to watch the Dallas Supercross, I was thrilled to see Brad and others sitting sipping cold beer fixed on the Supercross qualifiers already taking place. “Weimer is on it tonight!”, nodding to the screen as the Kawasaki rider qualified a strong second behind series points leader Ryan Villopoto. That was his guy. It wasn’t just the investment of money and braces, he had invested in this rider as “his guy” now. On the track, Weimer may have been a Kawasaki rider but he also carried the Atlas flag for this small company that is trying to break into the neck brace market.
From JakeWiemer's Twitter account @jakeweimer21 Also want to thank @AtlasBrace I believe I forgot them in the podium interview. Thank you guys for your hard work!
When the main event rolled out, Weimer ran a strong third, then second and fought a great battle against KTM’s Dungey. In the end when the checkers flew, Villopoto won and Dungey edged out Weimer, who finished a very impressive third. People in the party started to filter out and turn away from the televisions hanging around the room. “I just want to hear Jake’s interview before we go” said one of the guys. When Weimer’s face appeared in front of the camera the brace was already off. It was disappointing and you could see it in the face of the Atlas guys. That was an opportunity to showcase their product on live National TV, which was also the dealer expo weekend. While they didn’t say it, it was a big deal. When he forgot to thank them when thanking his sponsors, it was devastating. Not only was it potential exposure that was missed, but also disappointment to the guys that assumed they would be part of that moment; a moment with their rider they were very proud of.
It wasn’t something intentional. In Weimer’s defence, he was held by Speed Channel until the end of the line for interviews, and by that time he had stripped away some gear. Weimer also made a quick correction on his Twitter account thanking the Atlas guys for all their work this year.
However, it did point out that at all times the people who really support you are watching. What it reminded me of was what all riders should remember: no matter what level a sponsor is, big or small, they are investing in not only exposure but also to be part of the ride. It also reminded me the very best sponsors are the ones who stand trackside and watch their guy, who follow and are completely invested. They are the ones who know the sport, not just invested for numbers. The good ones are financially and emotionally invested. What may seem like a small thank you is what the sponsors remember and it is certainly what they remember when they don’t hear it. Sponsorship on any level is very hard to find. Finding good sponsors who understand the sport is even tougher. If you find one, do everything to keep them. Thank them and know they are always watching.