Phonak is the first sponsor of the month

The European Sponsorship Exchange ESB and the PR agency Photopress have named Phonak as the first sponsor of the month. In July, the hearing aid manufacturer experienced the extremes of a sponsorship commitment in the space of a week: after a brilliant Tour de France victory, the media celebrated Phonak and its consistent sponsorship strategy. The misstep of the winner Landis turned the media image into a super disaster. But it was this event and the fact that Phonak intended to give up the team's main sponsorship anyway that helped the brand achieve unbeatable ratings worldwide for the month of July. However, the question of the damage to the brand's image remains open, and even more so whether hearing aid sales will suffer. According to a press release, ESB suspects the opposite. The cycling doping victim Festina was already able to enjoy a 25 percent increase in sales after the 1999 tour scandal.