How do you generate media exposure worth millions – with zero ad spend?

In December 2024, Baardsen Sport entered into a collaboration with the Norwegian Skating Association. The goal was clear: To increase the sport's visibility in the media.

The result after just 10 days?

More than 30 media stories published across Norway's largest outlets – NRK, VG, TV 2, Dagbladet, Aftenposten, Nettavisen, NTB – and a wide range of regional publications.

After one month, a report from the respected analysis firm Sponsor Insight showed that the Norwegian Skating Association's media exposure value had increased by 72 percent.

Wondering if this could work for you, your organization, or your business? 

Regardless of the industry, success is all about identifying the right stories and presenting them in a way that holds editorial value.

Here's how we work – in close collaboration with the Skating Association:

• We begin with background conversations with athletes, coaches and leaders

• We continuously identify potential media stories from their everyday environment

• We craft tailored pitches to individual media outlets, based on their profile, audience and journalists' specific interests

• We coordinate interviews and meetings between the media and athletes

• We develop, organize and execute 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

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

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

Want to achieve similar results for your organization or business? Get in touch — let's talk about how we can make it happen.

PR work isn't a luxury — it's an investment.

We're proud to be working with the fantastic people at the Norwegian Skating Association.