Omnicom study shows: Authenticity determines sponsorship success at the ESAF
A new market research study by Omnicom Media Group Switzerland on the 2025 Swiss Federal Wrestling and Alpine Festival reveals that sponsorship in the sport of Swiss wrestling operates by its own rules. Credibility and local roots are more important than mere visibility.
The Swiss Wrestling and Alpine Festival (ESAF) 2025 in Mollis was not just a major sporting event. With 56,500 seats in the Glarnerland Arena and a total of 350,000 visitors over the festival weekend, it offered sponsors an important platform. The SRF broadcasts reached an average of 440,000 viewers, the final round even reached 955,000 with a market share of 84.5 percent. In addition, 2.3 million livestream starts were registered.
In a recent study, Omnicom Media Group Switzerland analyzed the perception and impact of sponsorship activities. The key finding: the size of a brand alone does not guarantee a successful sponsorship presence. The decisive factor is the authenticity of the commitment.
"In practice, this means that Sponsorship at the ESAF is not a quick visibility swap," explains Michael Selz, Managing Partner Research & Insights. "Successful sponsorships are those that are conceived as part of a program throughout the year, that visibly support the work of the association, young talent and the region and make the fit with the brand in the product or service tangible."
The study is based on two survey waves before and after the festival in German-speaking and French-speaking Switzerland (August 18-24, September 1-7, 2025), each with over 540 participants aged between 16 and 59. The results show that 40% of respondents watched at least one competition, 30% watched the final round and around two thirds communicated about the festival or shared content. Sponsorship activities were particularly effective when they were perceived and discussed as coherent in the family circle and on social media.
