Strategic communications for sports and its partners

We help more people
see your value.

Together, we create trust, impact and growth.

See our work Let's talk
Athletes and a host in a panel conversation with microphones
Why Baardsen Sport

Sport plays an invaluable role in society.

The same is true of the partners who invest in sport. Yet the value they create is not always made visible.

That is where Baardsen Sport makes a difference. We help our partners realise their potential.

When more people see the value they create, it becomes easier to strengthen their reputation, become more attractive and create further growth.

Collaborations

Together, we create growth

A selection of our collaborations.

Signe Gaupset holding awards at a football stadium

NISO is the athletes' own trade union and plays a very important role in Norwegian sport. Together, we have worked strategically on new concepts, a long-term media strategy and content that highlights the people, stories and values NISO represents.

One of the projects has been the development of the new NISO Awards, which has evolved from a physical event into a digital awards format. Together, we have developed a concept with a clear structure that helps make NISO's role in Norwegian sport more visible. We have created recognition for the athletes, engagement in their own channels and increased visibility in editorial media.

It has been exciting and highly educational to collaborate with Baardsen Sport. Together at NISO we have been able to test new ideas and concepts, and we clearly see how strong planning, safe collaboration and solid expertise create results.

Kristoffer Vatshaug — President, NISO
Norwegian athlete with Olympic gold in front of the Duomo in Milan

Baardsen Sport was part of Olympiatoppen's media team during the Olympic Games in Milan in 2026. The work began the year before and was carried out in close collaboration with Olympiatoppen, national federations, coaches and the rest of the media team.

During the Games, we were responsible for coordinating the media work around the athletes and leaders based in Milan. That included planning, preparation, execution and follow-up.

The goal was to create the best possible conditions for the Norwegian Olympic team to perform at its best.

Joachim Baardsen is loyal, diligent and highly skilled in media relations. As press attaché during the Milano/Cortina Olympic Games, the quality of his contribution to the Norwegian Olympic team was very high. Baardsen managed the interaction between the Olympic team and the media in an excellent way.

Halvor Lea — Communications Manager, Olympiatoppen
Sprint finish at Tour of Norway with spectators and event branding

Tour of Norway is one of Norway's biggest sporting events and brings together the world's top cyclists, tens of thousands of spectators along the route and TV viewers across the globe.

The ambition was to make Tour of Norway even more attractive to audiences, media and partners. Through close collaboration, Baardsen Sport contributed strategic PR, media handling and communications advisory before and during the race. At the same time, we filmed and produced a documentary.

Together, we worked to highlight the stories, profiles and values that make Tour of Norway more than just a cycling race. The goal was to strengthen the brand, create greater visibility and build the foundation for further commercial growth.

Baardsen Sport delivered from day one and strengthened our visibility in the media before and during Tour of Norway 2025. They are professional, diligent and adaptable. They consistently delivered quality, provided strong follow-up and were also a valuable adviser for me. Quite simply, it was an incredibly educational and enjoyable collaboration.

Tore André Vabø — Head of Communications, Tour of Norway
Speed skater in the Norwegian national team kit holding the Norwegian flag

When Baardsen Sport began working with the Norwegian Skating Association, the goal was clear: more people needed to see the value Norwegian skating creates. The association already had strong stories, profiles and performances, but the visibility in the media did not match their impact.

Through strategic PR, we helped create a significant increase in interest in Norwegian skating. Over a six-month period, media exposure increased by 894 percent, according to measurements from Sponsor Insight.

Positive attention does more than increase visibility. It also strengthens reputation, creates positive internal engagement and makes the organisation more attractive to partners.

Baardsen Sport has been a real find for us. Their expertise and commitment are outstanding. They are a highly professional partner who protects our reputation and delivers results. We have had a very strong collaboration.

Jarle Blindheim — Secretary General, Norwegian Skating Association
Services

How we create results

Strong stories build trust, engagement and understanding - and help increase commercial value. We develop and produce content that shows who you are, what you stand for and the impact you have.

Through strategic storytelling, we help athletes, organisations and sponsors build strong brands in their own media channels - whether the goal is long-term positioning or creating impact around a specific project, event or message.

With journalistic experience and strategic understanding, we identify and develop stories that create impact in editorial media. We build a clear position in the media landscape over time, while also creating attention around launches, announcements, events and other strategic initiatives.

We help our partners realise their goals through strategic communications. We develop concepts, strategies and end-to-end solutions that strengthen reputation, create new opportunities and safeguard the values they have built over time.

Baardsen Sport has extensive media experience from both Norwegian and international elite sport. We understand the dynamics and needs of sport, and tailor media handling to create reassurance, positive energy and professional frameworks for athletes, coaches and leaders.

We support national teams, organisations and event organisers in connection with important events and situations - from strategy and planning to practical execution.

A crisis can have major consequences for people, organisations and events. In those moments, it is crucial to act quickly, communicate clearly and create reassurance.

Baardsen Sport provides strategic advice, media handling and crisis communications before, during and after demanding situations. We understand both the dynamics of sport and the working methods of the media, and help you take control of communications when the pressure is greatest.

The best sponsorship collaborations create value for both sides. Yet much of that potential is never realised.

We help both sport organisations and businesses develop sponsorship strategies, concepts and activations that create greater value for everyone involved.

The goal is to create collaborations that last longer, create more value and deliver more return on investment for both sides.

What Our Partners Say

It has been exciting and highly educational to collaborate with Baardsen Sport. We clearly see how strong planning, safe collaboration and solid expertise create results.

Kristoffer Vatshaug — President, NISO

Joachim Baardsen is loyal, diligent and highly skilled in media relations. As press attaché during the Milano/Cortina Olympic Games, the quality of his contribution to the Norwegian Olympic team was very high. Baardsen managed the interaction between the Olympic team and the media in an excellent way.

Halvor Lea — Communications Manager, Olympiatoppen

Baardsen Sport delivered from day one and strengthened our visibility in the media. Professional, diligent and adaptable – an incredibly educational and enjoyable collaboration.

Tore André Vabø — Head of Communications, Tour of Norway

Baardsen Sport has been a real find for us. Their expertise and commitment are outstanding. They are a highly professional partner who protects our reputation and delivers results.

Jarle Blindheim — Secretary General, Norwegian Skating Association
Podcast

Baardsen Sport Podcast

Joachim Baardsen meets leaders, athletes, coaches and communications experts for conversations about performance, communication and brand building.

See all episodes →
Baardsen Sport logo
Latest episode
We speak with the people
who shape sport.
Portrait of Joachim Baardsen
About

Why Baardsen
Sport exists

Sport creates unity, mastery and experiences that shape lives, build community and bring people together across cultures and nations. Its value to society is immeasurable.

Over 12 years as a journalist in Norway's largest media outlets, Joachim Baardsen experienced how many people in sport were still sitting on significant untapped potential. Many represented substantial value that was never properly shown.

He saw that athletes, organisations, events and sponsors could become far more visible, distinct and attractive through strategic communications.

That was the beginning of Baardsen Sport.

Baardsen Sport

Let's talk

We would love to explore the possibility of working together.

kontakt@baardsensport.no +47 467 43 204 LinkedIn