Well at the end of the day, the riders have the sponsors that they have either because of the results (Gwin had a ton of those), but more and more so because of the following they have among the public. Social media mostly (sadly), but public nontheless. As long as the results are there, the marketing departments can sell products through those, but once the results are not coming as often as they did, the other part becomes really important. The point I'm trying to make? It's hard to have a following if, for whatever reason, the rider, driver, sportsman...