These top drivers started the same way as everyone ie buying their stuff and racing at the bottom. After showing dedication and skill they now find themselves in a position that companies respect them enough to showcase their products. People always make things sound like the top guys don't deserve the support. It takes a long time to make it to the top of this hobby. I bet if you ask neil cragg to total up his racing costs including trips abroad for the duration of his race career you would be shocked at the amount spent to be in a position he is now (although I don't know his deals so can only assume)
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