Yes, as he is doing this we are here talking about him, EF and his sponsors. And the team and their sponsors are getting a lot of exposure by his exploits outside pro road racing (and when he pro races he is of course more mentioned by the press because he is the guy who did thousands of kms in France last summer alone during the Tour de France and is here competing in this race)..
With no disrespect towards them, I bet he gives much more exposure to his team and sponsors than someone like Daniel Arroyave, James Whelan of Julius van den Berg, for example.