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Corporate transactions are not a one way entity. Too often sponsorships or partnerships are not renewed or extended because the sponsor has not received the desired value from the sponsorship, or because they simply don’t enjoy doing business with that athlete. This is where relationships are critical. At Emageo Group we work hard on developing our relationships with sponsors; and we help our athletes to do the same. For us, building on corporate relationships involves maintaining contact with the sponsor, understanding the sponsor’s brand, and looking for opportunities to promote that brand, either through on-field performances, off-field appearances or often simply talking about the sponsor when the opportunity arises on the various social media platforms. At Emageo, we believe this win-win approach to be a key reason why so many of our athletes have their contracts extended with sponsors, and why so many of the sponsors like working with our athletes.