SPONSORING The Sponsoring Interest Group takes account of the increasing importance of sponsoring as a marketing instrument and will in future operate as the association of the Swiss sponsoring industry under the "Sponsoring Switzerland" brand. This was decided by the members at the recent General Assembly. "Sponsoring Switzerland" has set itself the goal of promoting the understanding and acceptance of sponsorship and related forms of communication as important components of modern brand communication, as well as improving professionalism and loyalty in the use of sponsorship. The association also represents the interests of sponsorship operators vis-à-vis authorities and third parties. "The step from interest group to association of the Swiss sponsorship industry underlines our claim to be the most important national trade association in the field of sponsorship. What we have never been and will not be in the future is an intermediary platform for sponsorship providers and recipients," says association president Dr. iur. Daniel Gundelfinger, explaining the background to the repositioning. "Sponsoring Switzerland" is intended to help network the industry and bring together the most important players in Swiss sponsorship under one roof. For this reason, the criteria for accepting new members from the sponsorship business have also been adjusted. In future, "Sponsoring Switzerland" will also be open to companies and agencies from the areas of implementation and marketing in particular, and the MK editorial team interviewed association president Daniel Gundelfinger on this topic for the April issue. The entire issue of the MK 04 focused on sponsorship. Among other things, there were reports on cross-country skiing star Dario Cologna as an image bearer.

This was decided by the members at the recent General Assembly. With the repositioning as the most important national professional association in the field of sponsoring, Sponsoring Switzerland also expands the circle for new members, for example important implementation and marketing companies.

Sponsoring Switzerland aims to promote the understanding and acceptance of sponsoring and related forms of communication as important components of modern brand communication, as well as to improve professionalism and loyalty in the use of sponsoring. The association also represents the interests of sponsorship drivers vis-à-vis authorities and third parties. "The step from a community of interests to the Association of the Swiss Sponsoring Industry underlines our claim to be the most important national professional association in the field of sponsoring. What we have never been and will not be in the future is an intermediary platform for sponsoring providers and recipients," association president Daniel Gundelfinger explained the background to the repositioning in a statement. Sponsoring Switzerland is intended to contribute to the networking of the industry and to bring together the most important players in Swiss sponsoring under one roof. For this reason, the criteria for the admission of new members from the sponsoring business have also been adapted. In the future, Sponsoring Switzerland will also be open to companies and agencies from the areas of implementation and marketing.