How we create media exposure worth millions – with zero ad spend
At Baardsen Sport, we're passionate about storytelling, visibility and meaningful engagement. Norwegian sports federations, clubs, organizations and events hold incredible stories and initiatives, that never reach the public. With strategic tools, we make our partners visible. By highlighting the invaluable role sport plays in society, we help our partners build a reputation that feels stronger and more just.
In December 2024, Baardsen Sport entered into a collaboration with the Norwegian Skating Federation. After just 10 days, the result was more than 30 media stories across NRK, VG, TV 2, Dagbladet, Aftenposten, Nettavisen, NTB and regional outlets.
After one month, a Sponsor Insight analysis showed the federation's media exposure value had increased by 72 percent. The work led to increased enthusiasm among athletes and leaders, a genuine sense of recognition – and stronger impact in the sponsor market and with the public.
These results are achievable for others as well. Regardless of industry, it all comes down to finding the right stories – and presenting them in a way that has real editorial value.
Here's how we worked – in close collaboration with the Skating Association:
We began with background conversations with athletes, coaches and leaders
We continuously identified potential media stories from their everyday environment
We crafted tailored pitches to individual media outlets, based on their profile, audience and journalists' specific interests
We coordinated interviews and meetings between the media and athletes
We developed, organized and executed both digital and in-person media events to maximize exposure — like the World Championships kickoff on February 12, 2025, where the sport's heroes from past and present came together
Over 60 interviews were conducted by Norway's largest media outlets during the event, which featured national icon Knut «Kupper'n» Johannesen (91), alongside Johann Olav Koss (56), Ådne Søndrål (53) and Amund Sjøbrend (72) — a moment appreciated by both the athletes and the press
We continuously identified potential media stories from their everyday environment
We crafted tailored pitches to individual media outlets, based on their profile, audience and journalists' specific interests
We coordinated interviews and meetings between the media and athletes
We developed, organized and executed both digital and in-person media events to maximize exposure — like the World Championships kickoff on February 12, 2025, where the sport's heroes from past and present came together
Over 60 interviews were conducted by Norway's largest media outlets during the event, which featured national icon Knut «Kupper'n» Johannesen (91), alongside Johann Olav Koss (56), Ådne Søndrål (53) and Amund Sjøbrend (72) — a moment appreciated by both the athletes and the press
What does it take to break through in the media?
The pitch must have genuine journalistic value
You need to provide strong context to reduce the time from idea to publication
The threshold for participation must be low
You need to provide strong context to reduce the time from idea to publication
The threshold for participation must be low
What do we mean by «low threshold»?
Digital press meetings instead of physical ones when interviewees are not located in Oslo
Availability for phone interviews
Story meetings organized as close to the newsrooms as possible
Digital press meetings instead of physical ones when interviewees are not located in Oslo
Availability for phone interviews
Story meetings organized as close to the newsrooms as possible
What's the value — for the media, the athletes and the Norwegian Skating Association?
Media outlets gain fast access to exclusive, engaging stories for their readers and viewers
Athletes feel seen — which builds motivation and pride
The federation earns high-quality, unpaid exposure worth millions in ad value
Sponsors of both the federation and the athletes benefit from increased visibility
Future sponsorship and media agreements become more attractive
The likelihood of increased recruitment into the sport improves
Audience numbers at events are more likely to grow
Media outlets gain fast access to exclusive, engaging stories for their readers and viewers
Athletes feel seen — which builds motivation and pride
The federation earns high-quality, unpaid exposure worth millions in ad value
Sponsors of both the federation and the athletes benefit from increased visibility
Future sponsorship and media agreements become more attractive
The likelihood of increased recruitment into the sport improves
Audience numbers at events are more likely to grow