There are a few elements to the web design.
First is the primary site that contains the content, call to actions, marketing messages, and all relevant informtion. This will be the landing page. This is where will will have win a sponsorships and more.
Again the subtely of this is that most sponsorship in our industry equate to an affinity group situation. "You are part of the team and I will allow you to purchase products at a discounted rate"
Second is profile log in home page. This is were the profiler handles all their information.
Third is the public facing profile.
This is not a social networking site. It is a hyper-targeted mission oreinted aggregating community for athletes, sponsors and soon to be events.
The athlete has the ability to provide and present themselves. For some it will work as a mini or affordable web site. Some it will act as a mini-agent armed with a portfolio. For others it will be a place for them to connect with brands and products in their interest and become part of a loyalty program. Lastly it will allow many as a destination spot for them to keep their family and friends up to date on the equine competition.
For Brand, they will be able to search for potential endorsees, market products, and build loyalty programs.