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I think it's doing Meg White a disservice to call her just an "influencer" - she's a legit racer with multiple national level wins. As for sponsoring influencer over athletes - remember, it's a marketing arrangement. The sponsor picks the people to support who will most likely move the needle in terms of sales. If racers don't want to lose marketing investment, they need to get better at being like Neko - a perfect blend of athlete and brand storyteller. The modern athlete in any sport is a brand. Its just that MTB is very, very slow to come to...

Agree, and she does race: https://www.rootsandrain.com/rider31877/megan-whyte/results/

YAY, even more SX comparisons! Just what we all come here for, in an MTB forum of all places....