I don't think it's a swag thing, it's just exposure for them and making sure the sponsors get something. If the team is out there interacting with fans somehow, there's likely some sponsor exposure too. No sponsor exposure, no sponsors, no teams, no racing, no fans.
I would give our company a D on the sponsor awareness or exposure front. I think maybe 1 in 3 employees know we sponsor a pro team. That's pretty bad.
If I were our company, I'd be putting their races or coverage on a cafeteria TV all the time and put some rider profiles up in break areas or something. Sure, you can "follow" on social media. They do little snippets and stuff.