If they were smart they would be throwing money at people who already have a social media following. They need well-known riders to promote their product in order to correct established 'word of mouth' such as the saying that the 2022 is a 2012 with new plastics.
Notice how Lynx/BRP picked up Ross Robinson from BBA, A brand/product with a bunch of question marks now has a well known snowmobiler with a huge following making quality content promoting your product.
Cat should be pursuing any unsigned snowmobiler that has a social media presence (20k+ followers on a platform, youtube presence, ect.). Polaris seems like they're so good at this portion of marketing. They have a whole army of 'regular joes' acting as walking billboards for them. Just go over to the Polaris section and count the amount of times you see the phrase "Polaris Ambassador". People with some sort of pull, whether Snowest popularity or social media presence, Polaris throws them a nickel and gets free advertisement all over the place