NZZ Folio on the topic of sponsoring
In Switzerland, 600 to 700 million francs are spent annually on sponsorship. In its latest issue, NZZ Folio explores this topic and asks: «Who pays whom, how much, and for what?»
Business donations linked to quid pro quo are increasingly permeating almost all areas of life, including science and health, the media and top gastronomy. "We may welcome this because much of what sponsors finance would be unaffordable for most people. However, the creeping commercialization of society can also be critically questioned because, although sponsors like to advertise themselves, there is often a lack of transparency regarding services and benefits in return," writes NZZ-Folio editor Andreas Heller in the editorial. The magazine attempts to lift the veil and shows "how sponsors operate, how they exert influence and change our lives. "
The current issue of the monthly magazine includes an interview with Red Bull boss Dietrich Mateschitz. The energy drink manufacturer invests around 600 million euros a year in event and sports marketing. Other articles deal with sponsorship in wrestling and football. In addition, an illustration using the example of Didier Cuche shows which sponsors pay what in the ski circus. There are also articles on film sponsorship and sponsors in the cultural and scientific sectors. The article "Scenes from a marriage" also shows that sponsorship partnerships are similar to interpersonal relationships: "What begins as an ideal pairing regularly ends in expensive divorces."
To the edition: Nzzfolio.ch.
