Omnicom Media Group shows sponsorship impact of the UCI MTB World Championship 2025
A study by Omnicom Media Group Switzerland on the 2025 UCI Mountain Bike World Championships in Valais highlights the strong impact of sponsorship within engaged sports communities. 69 percent of mountain bike fans have already purchased products as a result of sponsorship activities. The analysis provides brands with concrete starting points for authentic community communication.
The 2025 UCI Mountain Bike World Championships in Valais have impressively demonstrated how strongly the community concept is anchored in mountain biking. A recent study by Omnicom Media Group Switzerland sheds light on the perception of the event among the Swiss population and provides insights into the role of sports sponsorship.
Community instead of mass sport
Mountain biking is not a mass sport in Switzerland, but it has a dedicated community: 10 percent of the population are actively interested, 17 percent describe themselves as fans. The scene is characterized by family ties: many fans are parents with children under the age of 15.
Interest in the World Cup was particularly high in French-speaking Switzerland, especially among men aged between 36 and 45. The study shows clear regional differences in the perception of the event.
High willingness to buy through sponsoring
The analysis confirms the direct effect of sponsorship in the community: 69% of fans stated that they had already purchased products as a result of sponsorship activities. However, spontaneous brand recognition is still low. Targeted, sports-related activations can have an impact here. Communication spreads directly via the social environment and digital channels.
"The 2025 UCI Mountain Bike World Championships in Valais made a lasting impression in Switzerland," says Michael Selz, Managing Partner Insights & Strategy at Omnicom Media Group Switzerland. "Our analysis offers brands concrete starting points for building a credible connection with engaged sports communities."
Authenticity as a success factor
Authenticity and community fit are the levers. If you think about the family environment, use sports-related touchpoints and combine them with digital reach, you can build loyalty and trigger buying impulses. Understanding the culture and needs of the community is crucial.
The study was conducted in two waves before and after the event with over 500 participants aged 16 to 59 from German-speaking and French-speaking Switzerland. The data collected included interest in sport, fan structure, perception of the World Cup, sponsorship impact, brand recognition and purchasing behavior.
