Baspo: Massive growth in sports advertising volume

At CHF 109 million, sports advertising accounted for 2.7% of the total advertising volume in Switzerland in 2009 (around CHF 4 billion). Most of this was spent in the print media (64%). Electronic media accounted for 21% and posters for 15%. The largest categories in the sports advertising market are sporting events (CHF 40.3 million) and sports tourism/sports facilities (CHF 30.5 million). As the most important advertising outlet, sporting events use the daily, regional weekly and Sunday press as their main type of media. Almost 70 percent or CHF 28 million of media expenditure is invested in these media.

Strong growth since 2000 Decline in 2009
According to the study, the sports advertising market has grown by 69% since 2000. This is above average compared to the market as a whole (17%). The categories of sports tourism/sports facilities, sports medicine, image advertising and sportswear, which have seen growth rates of almost 100 percent and higher since 2000, have contributed significantly to this. The study authors explain the increase with the social trend towards greater fitness and health awareness. At the same time, the sports media have begun to specialize with sports-specific specialist magazines and sports channels.
In 2009, however, the volume of sports advertising fell by 19 percent. The study attributes this to two factors. On the one hand, the difficult economic environment is held responsible for the slump. On the other hand, sports advertising was significantly boosted in 2008 by the European Football Championships held in Switzerland (and Austria) (see chart). This advertising fell away in 2009.