BKW becomes sponsor of Swiss-Ski
The Bern-based energy company BKW will serve as a sponsor for the Swiss Ski Association (Swiss-Ski) going forward. This sponsorship is intended to benefit not only elite athletes but also youth sports and recreational sports.
The Group does not provide details on the scope of the sponsorship. BKW's initial three-year commitment is aimed at raising awareness. In doing so, the energy group is relying on the international orientation of Swiss-Ski and the popularity of winter sports in Germany, France and Italy. These are countries in which the BKW Group is already represented.
The sponsorship will run from next May. So next winter, top athletes such as Dario Cologna, Simon Ammann and Lara Gut will be wearing a BKW logo on their racing suits. Whether BKW will also provide personal helmet sponsorship for individual top athletes is currently being clarified, as Murielle Clerc from the BKW media office said on Friday in response to an inquiry.
It has been suspected for some time that BKW could join Swiss-Ski as a sponsor. In the fall, the energy company announced that it would withdraw as the main partner of the Stade de Suisse in Bern. This contract expires in the summer. By joining Swiss-Ski, BKW says it is realigning its sponsorship strategy and focusing on a small number of commitments. In this way, the Group hopes to achieve its marketing goals despite high cost pressure. A total of eleven snow sports disciplines, from alpine skiing to ski jumping, biathlon to telemark, are brought together under the umbrella of the Swiss Ski Association Swiss-Ski. About 300 athletes belong to one of the Swiss-Ski squads. Through regional associations, well over 700 clubs with more than 100'000 snow sports enthusiasts are affiliated with Swiss-Ski. (SDA)
Teaser photo (Lara Gut): Keystone
