Swisscom shows red card for football sponsorship

 The telecommunications company Swisscom no longer wants to sponsor the Football Cup next year. After five years, it is ending its involvement - so the sporting event will no longer be called the "Swisscom Cup" in 2009. The reason is rising costs, as the Swiss Football Association (SFV) wants to make more money from marketing. Swisscom was interested in renewing the contract, spokesman Sepp Huber told Cash Daily. But the price-performance ratio is no longer right. However, he did not give any concrete figures. The SFA wants to double its Cup income next season and thus earn CHF 1 million instead of the previous CHF 2 million. It has brought IMG on board as its new marketing partner. Swisscom is also leaving the field when it comes to sponsoring the national team, also for financial reasons. According to Cash Daily, the SFA will in future charge double the amount for its commitment as co-sponsor. According to Sepp Huber, the contract expires after Euro 08 and will not be extended. According to Huber, skiing is the most important sponsorship for the telecommunications company anyway. It wants to remain loyal to the ski association. Swisscom currently spends a good CHF 10 million a year on sports sponsorship.