Suissetec and Aleanza attract apprentices through football sponsorship
100 «toplehrstellen.ch» jersey sponsorships annually for youth soccer: The Building Services Association Suissetec is recruiting future skilled workers right from the field. To ensure that soccer-loving Switzerland learns about this, the Aleanza agency is supporting the initiative with a digital communications campaign.
The need for skilled workers in the building sector is immense - also in order to achieve the energy and climate targets. The varied and meaningful apprenticeships in building technology actually offer the best prospects. But they are often not "top of mind", neither for young people nor for their parents.
Suissetec's out-of-the-box approach aims to raise awareness of the professions of building technology planner, sanitary and heating engineer, plumber and ventilation system installer among the relevant target group. To achieve this, Suissetec relies on sponsorship with a regional approach and a digital extension.
A perfect fit for the target group
With the Amateur League, a division of the Swiss Football Association, as a communication partner, all football clubs were made aware of the offer. In 2024 and 2025, 100 football teams were drawn from well over 1000 interested parties. They will all receive a sponsorship package worth CHF 2,000 and, in return, will play their matches with "Toplehrstellen.ch" jersey advertising.
The juniors (C, D, E and FF-15) of career choice age thus advertise the training courses in building technology every weekend. Coaches, parents and spectators on the sidelines are also deliberately targeted.
The digital extension
Aleanza is responsible for a digital campaign before and after the summer vacations with parents as the target group: the first wave in June will take the form of paid measures on Google and meta channels. A second wave will follow in August 2025, in time for the start of school and football, with retargeting measures and additional testimonial clips.
The long version of the video provides emotional information about the commitment of toplehrstellen.ch and the attractiveness of careers in building services engineering.
And the video shorts ensure visibility and traffic on the landing page.
The message to parents focuses on the one hand on the provocative question of whether even more money in football makes sense - and on the other hand on the emotional connection between a passion for football and the professional future of their children.
Responsible at Suissetec: Christian Brogli (Head of Marketing and Communication), Alessio Büchi (Project Manager Football Sponsoring). Responsible at Aleanza: Roman Vincenz (Consulting), Marc Aeschbach (Creative Direction), Antonia Bolla (Digital Marketing). Production: Alex Pushyn, Video Forge (video), Urs Matter, Aleanza (photography).
