Swiss sports sponsorship on course for growth
SPORTFORUM On November 19 and 20, 550 participants and 60 speakers came together for the anniversary meeting of the Swiss sports business. Here are the seven most important facts about the event.
Hans Willy Brockes, CEO of ESB, welcomed the guests to the sports forum.1) Sponsorship expenditure15.2% of advertising expenditure in Switzerland goes on sponsorship. At CHF 640 million, sponsorship is the most important activation tool, of which 60% is sports sponsorship. The most important sports are football, ice hockey, tennis and winter sports.2) Credit Suisse increases awarenessTo activate its sponsorship of the Swiss national soccer team, Credit Suisse produced 300,000 "T-Flags" for the 2014 FIFA World Cup. Under the motto "We are all the team", Switzerland cheered on its soccer players. One of the most successful campaigns: The names of 20,000 bank employees were presented on a large T-flag in Zurich.3) Brack.ch: 500 million media mentionsBrack.ch tried to improve awareness and image by sponsoring the Challenge League. Although the third-largest team league in Switzerland is not shown on free TV, the online retailer achieved half a billion media mentions through regional sponsorship activations, the promotion of young talent, ticket competitions and cooperation with local media and Teleclub.4) Sponsoring SchwingerkönigSempach Matthias and Roger Fuchs, the owners of Fox Sports Management, gave an insight into the marketing strategy of the wrestling king.5) Olympia reportingAnthony Edgar, Head of Media Operations, reported on the digital revolution in reporting at the Olympic Games. Social media in particular would be highly relevant. In his view, better and more tailored content is needed for each device and platform, as user behavior and length of stay vary greatly.6) Cluster principle at UEFAUEFA presented new hospitality concepts for UEFA EURO 2016. More flexible corporate hospitality packages are planned for the future. From the individual match to the comprehensive overall package, everything is to be included. Another innovation will be UEFA's new sustainability concept, which includes various themes and campaigns such as public fan zones, fan embassies, respect and anti-racism projects as well as a European Football Championship as a totally non-smoking event. In addition, the matches in the group stage have been designed with a special "cluster" concept to give fans easy access to several games.7) Sponsoring commitmentsMathias Walther from Codama, together with Erdin Shaqiri, explained how brother Xherdan Shaqiri manages the balancing act between professional footballer and brand ambassador. The most common problem: maintaining brand conformity.the highlight video of the forum:
