By learning how to engage the target audience (sports fans) through open, online channels, sponsors can truly connect with their customers. By blogging through athletes, sponsors cannot only get messaging out to their audience, but also bring their audience’s comments in, making that content and athlete’s websites the home base for these online conversations.

Listening to your audience and enabling it to speak builds a trust that can motivate your readers to help you spread the word. When your audience members are fans of the sponsored athlete (and as result, your brand), the impact on what you write can extend fair beyond your own existing reach. Fans will carry a message about your blog or brand across the internet.