Study: Is Switzerland missing out on Euro 08?

So far, only 18% of Swiss companies have taken concrete sponsorship measures in connection with Euro 08. However, 61 percent still reserve the right to communicate about football. Is the importance of the event being underestimated? The figures were collected in the Sponsoring Barometer 2006/2007, a study conducted by the Cologne-based consultancy agency Sport und Markt in cooperation with the European Sponsorship Exchange. The study does not reveal why Swiss companies have so far remained rather cautious. In Switzerland, the main focus is on sponsorship when it comes to improving the image and raising awareness. According to the study, every tenth franc spent on advertising, PR and marketing in Switzerland is spent on sponsorship. Employees are also becoming an increasingly important target group for sports sponsorship. In 2006, this target group already accounted for 16 percent. 122 Swiss sponsorship decision-makers at top companies, mainly from German-speaking Switzerland, were surveyed for the study.
There is still a degree of planning uncertainty, as contracts between Uefa and the host cities have not yet been signed. However, the impression prevails that the importance of the event is being underestimated and that time is running out.