How to maximise sponsorship visibility through earned media

Not all sponsorship exposure needs to be bought—some of the most impactful brand moments come from earned media, where activations resonate so strongly that fans, journalists, and influencers amplify them for free. But generating this kind of organic coverage doesn’t happen by chance. It requires a deep understanding of your audience, a strategic approach to storytelling, and the ability to create unexpected yet meaningful moments.

To explore how brands can turn sponsorships into cultural conversations that drive media attention, The Sponsor sat down with Emily Bird, Associate Director at Pangolin PR, to discuss how brands can engage fans and extend their sponsorship impact through activations that generate earned media.