These are the most attractive Swiss sporting events in 2017 for sponsors

In 2017, there will once again be numerous sporting events in Switzerland that will captivate countless fans. Sponsors are therefore spoiled for choice when it comes to their commitments. MK had twelve events evaluated as part of the MK opinion poll. These are the results:

The best rating, with a grade point average of 4.72, was given to the World Ski Championships, which will be held in St. Moritz from February 6 to 19. The annual athletics event Weltklasse zürich came in second, followed by the Swiss Indoors Basel tennis tournament. The Spengler Cup and the Tour de Suisse also achieved a grade point average of over 4.0. However, the rowing event Lucerne Regatta (2.95) and the ski jumping event in Engelberg (2.79) were not rated as very attractive by the MK readers surveyed.For sponsors, it is important to know what an event radiates. Respondents were therefore able to assign certain characteristics to the twelve Swiss sporting events that particularly fit the bill. The results:

The rustic Unspunnenfest, which takes place from August 26 to September 3 in Interlaken, was named most frequently for three characteristics: Down-to-earthness, Swissness and authenticity. Weltklasse Zürich scores with youthfulness and success. Respondents associate the Spengler Cup Davos with dynamism and creativity. The Swiss Indoors Basel are the most emotional. The Engadine Ski Marathon scores points for closeness to nature.Comments: What does a sports event need to be particularly attractive to sponsors?"A lot of emotion and enthusiasm and, above all, a wide audience interested in the event, in the process, part of the target audience should be able to be well covered."Schnyder Barbara, Streuli Pharma AG"Attractive sponsorship concepts with gripping communication measures and that in a sensible cost/benefit ratio."Christian Schneider, pr-kfs, Karl F. Schneider AG, communications agency"The right target audience, media attention, good consideration (that fits the company)."Meier Anita, Winterthur Municipal Works"The sporting event should not only arouse emotions among fans."Troxler Désirée, galledia verlag ag"Not a marginal sport (e.g. archery) but a sport with the highest possible presence on all media channels, including social media. Swiss participants increase the interest. The sponsors must use the event as a platform to invite customers, for example."Thöny Eugen, Thöny_Consulting (www.ethoeny.ch)"Excitement, fairness, less marketing."Markus Lichti"Large fan base, appropriate target audience, logical connection."Pretty Sara"Maintaining exclusives, a manageable number of sponsors in TV, constant development of sponsorship platforms."Dähler Achim, HC Davos"It must offer sponsors attractive meeting opportunities for their customers, enable accompanying measures and have good media coverage."Maag Thomas, Construction Directorate of the Canton of Zurich"Originality! Independence! Swiss participants as a figurehead. Women's tennis is missing!"Lehmann Andy, Andy Lehmann Zurich"Charisma beyond sport, great media presence, authenticity, well-marketed figureheads/participants/athletes, supporting program."Marty Adrian MARTY MARKETING"Dynamism Charisma Clear values"Bucher Andreas Gfeller Consulting & Partner AG"Attractiveness is primarily determined by unique forms of activation. If these stick in the companies' target groups as unique experiences, sponsorship is most effective."Hausammann Nicolas, Swiss Paraplegics Association"TV Presence"Zahno Andi"Broad audience interest and TV coverage".Fuhrer Peter"Class sport"Matzner Christoph, Mazz Design AG"Uniqueness, tradition, critical mass."Laezza Luca Swisscom Event & Media Solutions"Participation of successful Swiss athletes."Lehmann Severine, Borema Umwelttechnik AG"good image, "clean" athletes, easy to understand (no complicated set of rules)"Kuhn Oliver, Media Manifacture"Top athletes, exciting competitions, broadcast/reach, media exposure, lots of spectators."Eggs Marco, LC UserFor more on sponsorship and the World Ski Championships in St. Moritz, see MK issue 01/2017. Subscribe now!