In Sport Sponsorship

Swiss and international brands know the value of sports sponsorship in Switzerland – and that it means opportunities to display strong Corporate Social Responsibility, support public health, and look towards the future through a variety of different (and exciting) sporting outlets. It’s not just skiing! 

Here are a few examples of great sports sponsorship in Switzerland, from hiking trails to the Formula E Championship… 

Sports sponsorship for global cooperation: SOCAR x UEFA 

The Union of European Football Association’s partnership with Geneva-based oil marketing firm SOCAR is built on the coming together of nations, according to the former, with the aim of building partnerships that foster mutual respect between different countries. A glorious ethos for a sponsorship campaign, we’d say! 

Competitions that SOCAR is featured prominently at include UEFA’s European Under-21 Championship, the Women’s EURO final, and the European Football Championship. 

Sports sponsorship for the public good: Swiss Post x Swiss hiking trails 

At the other end of the scale, national postal service Swiss Post (which has limited budgets and is clear about its desire to support certain areas whilst keeping a close eye on the purse strings) has developed a partnership with “the Swiss people’s number one sport” – hiking!

With 65,000 km of hiking trails across the country, Swiss Post’s commitment is in the realms of public health – to encourage hiking as a sport, to make it accessible, and to see it taken up as a go-to family activity. 

Clearly, sports sponsorship in Switzerland doesn’t have to only exist on the pitch, court or track – as this campaign proves, utilizing a key audience that’s already familiar with your aims can be a great CSR opportunity. 

Sports sponsorship for Corporate Social Responsibility: Julius Bär x ABB FIA Formula E Championship 

Swiss multinational bank Julius Bär is looking to the future with its Formula E sponsorship, focusing on the sustainability and technical innovation that this new breed of motorsport can offer. The bank’s philosophy is that its actions today lay the groundwork for future generations, and its website lays out clearly how this particular motorsport partnership aligns perfectly with its long-term values. 

Julius Bär’s involvement in sports sponsorship in Switzerland doesn’t end at Formula E, though – it’s also a sponsor of the Academic Motorsports Club Zurich, which sees students being given “the opportunity to put their acquired theoretical knowledge in a highly complex engineering environment into practice.” Another example of a huge company using sports sponsorship to put its CSR values to work.  

These are just a few examples of sports sponsorship in Switzerland campaigns, but there are many, many more – giants including Credit Suisse, UBS and airline SWISS are heavily invested in sports as diverse as handball, tennis, athletics and ice hockey. Of course, football and skiing are heavily supported too.

Sports sponsorship for mutual usefulness: Tissot x MotoGP

We couldn’t finish this blog post without an honorable mention for Swiss luxury watch brand Tissot, the official timekeeper of MotoGP, which has its partnership secured at least until 2022. The official sponsorship allows Tissot to display its impeccable timekeeping across all 19 races of the MotoGP calendar. What could be a better advertisement for your service than this?!

Want to learn more about sports sponsorship in Switzerland? RTR Sports Marketing is here to help – we’ll be waiting for your call!

Riccardo Tafà
Riccardo Tafà
Riccardo was born in Giulianova, graduated in law at the University of Bologna and decided to do something else. After a stint at ISFORP (public relations training institute) in Milan, he moved to England. He began his career in London in PR, first at MSP Communication and then at Counsel Limited. Then, following his unhealthy passion for sport, he moved to Jean Paul Libert's SDC and started working in two and four-wheelers, this was in 1991/1992. A brief move to Monaco followed, where he worked alongside the owner of Pro COM, a sports marketing agency founded by Nelson Piquet. He returned to Italy and started working in the first person as RTR, first a consulting firm and then a sports marketing company. Back in 2001 RTR won the ESCA award for the best sports MKTG project in Italy in the year 2000. Among other things, RTR obtained the highest score among all categories and represented Italy in the ESCA European Contest. From that moment on, RTR will no longer participate in other national or international awards. Over the years he takes some satisfaction and swallows a lot of toads. But he is still here, writing in a disenchanted and simple manner, with the aim of giving practical (unsolicited) advice and food for thought.
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