"There's always a risk involved in sponsoring athletes"
Ralph P. Sauser, ATAG Asset Management AG, on the sponsorship of Roger Federer
Ralph P. Sauser, ATAG Asset Management AG, on sponsoring Roger FedererThe Swiss asset management company ATAG Asset Management AG recently started advertising with Roger Federer. Ralph P. Sauser, member of the Executive Board and responsible for marketing, explains how much the Federer account costs and where and when the series of ads featuring him will be placed. Ralph P. Sauser, how did you come across Roger Federer?
Ralph P. Sauser: We had been looking around for a suitable individual athlete for our sponsorship and advertising purposes for a long time. When we were informed that Roger Federer was looking for new partners, we didn't think twice.
How long does his contract last?
Sauser: Three years plus option for further cooperation.
What does the collaboration with Roger Federer involve?
Sauser: As a financial services company, we are allowed to advertise exclusively with Roger Federer. He is also available to us for at least five customer events per year.
You recently launched a series of advertisements with him. Will other advertising variants follow?
Sauser: For the time being, we are concentrating on advertising in the print media. However, we have designed various versions of the current Federer campaign with our advertising agency.
Where do you plan the advertisements?
Sauser: In various newspapers and magazines, but only in Switzerland for the time being. This is mainly during major tournaments and especially when he puts himself in the limelight.
What do you expect to gain from this?
Sauser: First and foremost, we want to further increase the level of awareness of ATAG Asset Management in the market and hope to gain new contacts and opportunities through our presence in the world of top-class sport.
There are also other sports personalities in Switzerland.
Sauser: Yes and no. Roger Federer is an ideal fit for our company.
What do you like so much about him?
Sauser: He stands for talent, know-how, perseverance and an absolute will to perform - factors that also apply to us.
All well and good. But didn't his price also play a role? As an up-and-coming tennis player, he will hardly have been as expensive as an established top player.
Sauser: Yes and no. Of course he fits better into our advertising budget than a Formula 1 driver. But the price wasn't the deciding factor. It was more important to us that he suited our company and our employees.
Using a tennis player as a figurehead also requires courage. Aren't you worried that it might backfire? After all, tennis players don't exactly have the best reputation when it comes to handling money and choosing their financial advisors.
Sauser: You always take a risk when sponsoring athletes. We believe that the risk with Roger Federer is as small as possible. Especially as we advise Roger Federer on financial matters and can therefore be sure that he won't make any mistakes in this area.
You won't find many potential clients in tennis. Does it make sense for an upper-class asset management company to sponsor a tennis player?
Sauser: Yes, after all, with Roger Federer's involvement we not only want to win new individual customers, but also further establish our name in the market.
Wouldn't there be more ideal sports for this? Golf, fencing or curling, for example?
Sauser: We are already active in this segment.
Yes, with small commitments. For some time now, you have sponsored the women's national degen team, the Olympic fencer and economics student Marcel Fischer and the Bernese curling team CC Bern. But they will hardly be as expensive as Roger Federer.
Sauser: No. But they are still an important part of our market presence.
How big is the Roger Federer sponsorship budget?
Sauser: In successful years, all payments together can amount to half a million.
And how much money do you spend in total on sponsoring athletes?
Sauser: Just under 700,000 francs. That corresponds to around a third of our total advertising budget of 2 million.
Could it be that you will also sponsor soccer or ice hockey players one day?
Sauser: No. With the curling and fencing team as well as Marcel Fischer and Roger Federer, we have an ideal mix.
Do you also sponsor cultural events?
Sauser: Yes. And we want to expand our cultural commitment even further.
In which direction?
Sauser: We plan to buy tickets for concerts and exhibition events or entire occasions and invite our customers to attend.
Advertising with an individual athlete involves a risk. Have you made sure that Roger Federer doesn't do anything to harm you?
Sauser: For example?
That he insults fans, smashes the bat or makes racist remarks.
Sauser: We don't have a clause in the contract that prohibits him from doing that and gives us the option of sanctions. But we expect Roger Federer to know how to behave.
Is his contract at least performance-related?
Sauser: Yes, very much so. The amount consists of a basic lump sum and various performance-related components. The business cooperation between Roger Federer and AAM is also an important component. However, whether Federer is ranked in the top 3 or top 20 does play a financial role, but we mainly value his likeable appearance and great performances on the court.
As a wealth advisory firm, you are constantly evaluating new shares. How high do you estimate the intrinsic value of the Federer "share"?
Sauser: As a top. If he had shares, we would certainly put them on our buy list.
How do you invest Federer's money?
Sauser: Just as we did with
do the same for all other customers:
An individual portfolio is put together. His money is invested in shares and equity funds as well as bonds and other customized products.
Interview: Annelies Friedli
Ralph P. Sauser: We had been looking around for a suitable individual athlete for our sponsorship and advertising purposes for a long time. When we were informed that Roger Federer was looking for new partners, we didn't think twice.
How long does his contract last?
Sauser: Three years plus option for further cooperation.
What does the collaboration with Roger Federer involve?
Sauser: As a financial services company, we are allowed to advertise exclusively with Roger Federer. He is also available to us for at least five customer events per year.
You recently launched a series of advertisements with him. Will other advertising variants follow?
Sauser: For the time being, we are concentrating on advertising in the print media. However, we have designed various versions of the current Federer campaign with our advertising agency.
Where do you plan the advertisements?
Sauser: In various newspapers and magazines, but only in Switzerland for the time being. This is mainly during major tournaments and especially when he puts himself in the limelight.
What do you expect to gain from this?
Sauser: First and foremost, we want to further increase the level of awareness of ATAG Asset Management in the market and hope to gain new contacts and opportunities through our presence in the world of top-class sport.
There are also other sports personalities in Switzerland.
Sauser: Yes and no. Roger Federer is an ideal fit for our company.
What do you like so much about him?
Sauser: He stands for talent, know-how, perseverance and an absolute will to perform - factors that also apply to us.
All well and good. But didn't his price also play a role? As an up-and-coming tennis player, he will hardly have been as expensive as an established top player.
Sauser: Yes and no. Of course he fits better into our advertising budget than a Formula 1 driver. But the price wasn't the deciding factor. It was more important to us that he suited our company and our employees.
Using a tennis player as a figurehead also requires courage. Aren't you worried that it might backfire? After all, tennis players don't exactly have the best reputation when it comes to handling money and choosing their financial advisors.
Sauser: You always take a risk when sponsoring athletes. We believe that the risk with Roger Federer is as small as possible. Especially as we advise Roger Federer on financial matters and can therefore be sure that he won't make any mistakes in this area.
You won't find many potential clients in tennis. Does it make sense for an upper-class asset management company to sponsor a tennis player?
Sauser: Yes, after all, with Roger Federer's involvement we not only want to win new individual customers, but also further establish our name in the market.
Wouldn't there be more ideal sports for this? Golf, fencing or curling, for example?
Sauser: We are already active in this segment.
Yes, with small commitments. For some time now, you have sponsored the women's national degen team, the Olympic fencer and economics student Marcel Fischer and the Bernese curling team CC Bern. But they will hardly be as expensive as Roger Federer.
Sauser: No. But they are still an important part of our market presence.
How big is the Roger Federer sponsorship budget?
Sauser: In successful years, all payments together can amount to half a million.
And how much money do you spend in total on sponsoring athletes?
Sauser: Just under 700,000 francs. That corresponds to around a third of our total advertising budget of 2 million.
Could it be that you will also sponsor soccer or ice hockey players one day?
Sauser: No. With the curling and fencing team as well as Marcel Fischer and Roger Federer, we have an ideal mix.
Do you also sponsor cultural events?
Sauser: Yes. And we want to expand our cultural commitment even further.
In which direction?
Sauser: We plan to buy tickets for concerts and exhibition events or entire occasions and invite our customers to attend.
Advertising with an individual athlete involves a risk. Have you made sure that Roger Federer doesn't do anything to harm you?
Sauser: For example?
That he insults fans, smashes the bat or makes racist remarks.
Sauser: We don't have a clause in the contract that prohibits him from doing that and gives us the option of sanctions. But we expect Roger Federer to know how to behave.
Is his contract at least performance-related?
Sauser: Yes, very much so. The amount consists of a basic lump sum and various performance-related components. The business cooperation between Roger Federer and AAM is also an important component. However, whether Federer is ranked in the top 3 or top 20 does play a financial role, but we mainly value his likeable appearance and great performances on the court.
As a wealth advisory firm, you are constantly evaluating new shares. How high do you estimate the intrinsic value of the Federer "share"?
Sauser: As a top. If he had shares, we would certainly put them on our buy list.
How do you invest Federer's money?
Sauser: Just as we did with
do the same for all other customers:
An individual portfolio is put together. His money is invested in shares and equity funds as well as bonds and other customized products.
Interview: Annelies Friedli
