Knievel realized that to make any amount of real money he would need to hire more performers, stunt coordinators and other personnel so that he could concentrate on the jumps. With little money, he went looking for a sponsor and found one in Bob Blair, owner of ZDS Motors, Inc., the West coast distributor for Berliner Motor Corporation, a distributor for Norton Motorcycles. Blair offered to provide the needed motorcycles, but he wanted the name changed from the "Bobby Knievel and His Motorcycle Daredevils Thrill Show" to "Evil Knievel and His Motorcycle Daredevils". Knievel did not want his image to be that of a Hells Angels rider, so he convinced Blair to allow him to use "Evel" instead of "Evil".