How should I approach media differently than I approach sponsors?

Approach media the same way you approach sponsors - as a two-way value exchange. You need to present your value and show how you can help them, not just ask for coverage. Sell yourself as someone credible who will make them look good. Offer to be a source for stories they're working on, provide connections to other sources, and be a facilitator who brings them content. Build ongoing relationships - every racer who reaches out can become a go-to source when the journalist needs experts. It's symbiotic: they need content, you need exposure.