He might tell you he doesn't want all the publicity.
He might, but what he thinks doesn't matter.
There is a parallel here with professional sportsmen, few are comfortable in front of the cameras but they are obliged to do interviews by the sponsors and the media who want to hear what they say.
Steve is an amateur, but he is among the best in the world at what he does.
He is sponsored, so is effectively under similar obligations as a professional sportsman.
Some pros do their best to ignore such obligations, and Steve could do the same.
But wider publicity for the attempt - and more sponsorship if required - will only happen if Steve and the team make some effort to get it.