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.
Approach things from a fan lens perspective
“There are many excellent opportunities to give value back. What often happens is that corporations usually don't realise how small things can have a massive impact on their customer’s lives. To take advantage of this, you've got to have a sound understanding of your audience and get to know what they care about, which means looking at your fans and deciding what you can offer them that’s unique and different and appeals to them specifically whether that’s through tickets, access to talent, or by offering moments of surprise and delight. If you create something unexpected yet appreciated by that specific fan base, you’re much more likely to get cut through and drive earned media coverage. And to get to a point of ideating or creating the completely unexpected, you need to know your fans. Otherwise, how do you know whether they're going to appreciate what you’re offering? You need to double down on what makes them tick and how you can get them talking.”
End-to-end fan experience
“Many sponsors focus solely on the event itself, pouring resources into sponsorship without considering the entire fan journey. The pressure to demonstrate visibility and impact in the moment often overshadows opportunities for ongoing storytelling. But sponsorship doesn’t begin when the event starts or end when it’s over—it’s woven into every touchpoint.
Maximising earned media means sweating every interaction—from the moment fans start searching for tickets to their journey home. Work closely with rights holders to access audience insights and identify where your brand can appear in meaningful, unexpected ways. Sometimes, the most significant earned impact comes not from competing for attention during the event itself but from activating in less obvious moments where engagement is higher, and competition is lower.”
Be known for something!
You can’t do it all with a sponsorship. So be clear about your role and the value you can offer fans. Find what makes sense for your brand, stick to it and apply creativity to bring it to life. This is so important because if not, then there's going to be lots of convoluted messages about your brand out in the world; and if you're not consistent in being known for that specific thing and continually showing up in that space, consumers aren't going to remember you. That’s why having a consistent message you are known for is essential, particularly in a specific vertical space. It doesn’t make sense for a brand that’s just starting out to focus on fashion one year and then sport the next because you’re not giving yourself enough time and opportunities to build that ongoing credibility.”
eBay is a masterclass in collaboration
“eBay’s partnership with Love Island is a masterclass in collaboration. More than just a sponsorship, it was a PR-led idea rooted in a deep understanding of Gen Z’s shifting shopping behaviours. By positioning eBay as the go-to destination for pre-loved fashion, the partnership seamlessly aligned with the audience’s growing concern for sustainability while tapping into their love for trend-driven style. Curated outfits showcased eBay’s vast second-hand offering in a way that felt aspirational yet accessible, proving that circular fashion could be just as desirable as fast fashion. This wasn’t just a partnership but a cultural conversation that resonated, driving both commercial impact and long-term brand affinity.”
For more on how earned and owned media can maximise the return on your sponsorship investment, check out our article: Sponsorship on a Budget.
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