1) Germany is ~1% of the world's population, and an economy shrinking in size relative to the 'rest of world' quickly, a 'hidden champion' in Germany is almost irrelevant outside it's borders.

The world is a very big place, name recognition matters even within industry settings.

2) BioNTech has been losing money for a few years, they need this deal and everything from it. The CEO has a responsibility to make sure every element of credit is given where it's due.

3) The commenter below mentioned they are 'not small' - this is not quite true - they are 1000 people, which is actually relatively small for such a firm, their massive $20-25B valuation likely comes from kind of earlier understanding that they had a vaccine that was probably working, and such info was slowly leaked out to market over time. The the founder is 'Stock Rich' to the point of '100th Richest German' is really not a big deal.

There going to have to get out there and try to be as well known as some of the bigger brands.

Edit: I should point out that both Space X and Tesla would absolutely not exist were it not for the kind of communications strategy that Musk has embarked upon. Literally his appearance on Stephen Colbert was not only a plea for cash, but a plea for people to 'join the movement'. These things pervade just consumer elements and helps give him power and attention within other, non-consumer facing business operations such as the closed world of 'space'. Having made himself a very famous person enables him to open quite a lot of doors, get a lot of meetings, raise a lot of money, hire a lot of inspired people, which creates a virtuous circle unto it's own once products are materially released etc.. He did a great job of that.