Ideally sponsors want the whole package. Podium finishes, pushing & promoting the sport in a positive way, a decent following on social media, pro active in the sport, a friendly personality and generally someone who others will look up too.
You can also be top of your niche within the sport. You might not compete but you might be the best or well known for one particular aspect of your sport. You might have a friend or colleague that can create the most high quality and interesting images so that you can produce something different to others. You might be all about the fun and pushing limits on the water in different unrestricted ways - thinking outside the box.
Sponsors are always on the lookout for something new, fresh and exciting.