Very true.
I was at the Norwegian National climbing comp last weekend. There were a few Swedes there and one of my mates knew a lad who was his apprentice 20 years ago. Jonas has won the the Swedish comp numerous times, Competed at the Euros a number of times and a couple of showings at the worlds.
His girlfriend, has been climbing or 3 years at Jonas’ company. Done 10 competitions, didnt place, but did well. Yet, she is the one with nearly 40k Instagram followers and sponsorship/brand ambassador for Teufleburger.
Truffle whatsitsname burger want them to be a brand ambassador couple and want Jonas to climb exclusively with their equipment. Yet they won’t give him any as he hasn’t enough exposure on Social Media.
That right there is the power of social media. What a mad world we live in.