Regarding sponsorship deals being involved somehow as a motive or not, I don't think the deals are as big as some might think. Also I think MW met CS when she was seeking advice on how to gain enough sponsors to quit her day job. I just don't think they would be competing for the same ones. And as someone pointed out, gravel racing is still a niche sport. MOO
This article from a couple of years ago gives a lot of details on how CS was supported. The amounts are not large but they add up. It required being part promoter and influencer, not just riding fast and winning races.
Dirty Kanza winner Colin Strickland is not your average pro cyclist, as we found when we visited him in Austin in late 2019. Strickland's constant tinkering is pushing American pro cycling in a bold new direction.
www.velonews.com
"Within this changing landscape, a handful of gravel racers have carved out livelihoods with the backing of various brands. Sponsoring a major race or team costs well above $100,000, while backing an individual rider often costs less than $30,000. The relationship creates more jobs for the cyclist, who must function as athlete, manager, and media producer."
ETA "The deals pay him anywhere from a few thousand bucks to the low five-figures, and in total, they add up to more than he earned as an environmental scientist. The Red Bull deal pays him bonuses for victories, and gives him access to the brand’s media and performance infrastructure."