Brack. Swiss Football League Archives - m&k
https://www.markt-kom.com/en/tag/brack-swiss-football-league/
The creative side of the economyTue, 06 Oct 2026 12:36:15 +0000en-US
hourly
1 https://wordpress.org/?v=7.1.3https://www.markt-kom.com/wp-content/uploads/2024/07/favicon-150x150.pngBrack. Swiss Football League Archives - m&k
https://www.markt-kom.com/en/tag/brack-swiss-football-league/
3232Brack is back – nach der Fifa-WM ist vor der Brack Super League
https://www.markt-kom.com/en/markom/brack-is-back-nach-der-fifa-wm-ist-vor-der-brack-super-league/
Tue, Jul 21, 2026 6:44:53 AM +0000https://www.markt-kom.com/?p=258927Excitement is in the air: Roman Reichelt, Brack.Alltron (left), and Philippe Guggisberg, Swiss Football League
A year ago, Brack launched a sponsorship project inspired by one of the most famous concepts in soccer: «Total Football.». m&k reported on it in detail at the time. The idea behind it was simple. Sponsorship shouldn't end at the sidelines, but should connect all the touchpoints between fans, clubs, youth players, and the brand.
A year later, it’s clear that the idea has become more than just a creative concept. The first season of the Brack Super League has delivered measurable results—in terms of brand awareness, revenue, and attracting new customers. At the same time, an old rule of sports sponsorship has been confirmed: a commitment of this magnitude does not reach its full impact after just one season, but rather over the course of several years.
The first season is over. Now begins the phase in which a successful start must be turned into a lasting impact.
In a video interview, Philippe Guggisberg, Chief Communications Officer of the Swiss Football League, and Christoph Frei, Head of Partnerships & Events at Brack.Alltron, discuss the sponsorship partnership as well as new rules that will take effect at Super League stadiums starting next season.
From the Logo to the League
«At the end of the five years, we want to be a sponsor that the fans would miss,» says Roman Reichelt, Chief Marketing & Communications Officer at Brack.Alltron. Not loved, but appreciated. A sponsor about whom the fans would say, «Things were actually pretty good with them.»
Roman Reichelt, Chief Marketing & Communications Officer at Brack.Alltron
The goal sounds modest. In fact, it reflects a remarkably comprehensive approach. Instead of focusing on traditional visibility, Brack seeks to integrate all elements of its engagement—from supporting young talent to online retail to stadium marketing. Internally, the company refers to this as activating all five marketing Ps: Product, Price, Place, Promotion, and People.
A Dream Start in Terms of Name Recognition
The initial assessment of brand awareness is particularly impressive.
After just a few months, Brack has achieved an unaided sponsor awareness rating of 71 percent. This means that seven out of ten soccer fans spontaneously name Brack as a league sponsor without being presented with a list of options. Even long-standing partnerships with major brands sometimes fall well below this figure.
This commitment is also having an impact at the regional level. In areas where Brack implements additional engagement initiatives with local clubs, awareness of its sponsorship is growing at an above-average rate. This is particularly evident in the soccer strongholds of Bern and St. Gallen.
For Christoph Frei, Head of Partnerships & Events at Brack.Alltron, this confirms that the company is on the right track. In an interview with m&k, he says: «Our sponsorship awareness—both aided and unaided—is very high nationwide. Our regional sponsorship awareness in cantons where we have additional commitments has risen dramatically.»
Soccer Doesn't Sell Soccer
Perhaps the most exciting insight from the first year, however, came from where theory met reality.
With the «90-Minute Deal,» Brack developed a globally unique promotional format. During every Super League match, a product is offered at an exclusive discount. The original assumption: Fans buy soccer merchandise during a soccer game.
The reality was different.
«People didn't just go out and buy a ball on the fly during the game,» Reichelt explains. Instead, MacBooks, Apple Watches, robot vacuums, and Philips Hue lights sold particularly well.
So engagement doesn't happen because soccer merchandise is being sold, but because soccer attracts attention.
The numbers underscore this: During games, traffic to the online store increases by about 180 percent. Over the course of the season, this results in an increase of about 10 percent in weekend visits. Fourteen of the 44 items were even sold out before the 90 minutes were up.
More Than Just Jerseys and Standings
The impact is particularly evident in the soccer product line.
Brack is currently the only Swiss online retailer that carries all the jerseys for all twelve Super League clubs. This product line has become a major driver of growth. Sales in the soccer segment rose by 125 percent, while the number of new customers increased by 139 percent.
FC Thun provided a particularly striking example. The championship jersey of the surprise title winner sold out in just 90 minutes.
The actual platform is located in the village square
However, anyone who judges this commitment based solely on stadium photos is overlooking a key part of the strategy.
Brack has been involved in Swiss youth and recreational soccer for over a decade. Today, more than 1,100 clubs receive equipment through related support programs. Approximately 100,000 children and teenagers come into contact with these initiatives every year. This involves more than 12,000 tournaments, training sessions, and soccer events.
This gives the sponsorship pyramid a unique structure: At the top are the 230 Super League games, but its true foundation lies in the thousands of soccer fields across the country.
The second half begins
Accordingly, Brack does not view the first season as a conclusion, but rather as a starting point.
Starting with the new season, customized stadium spots will air at all twelve venues—narrated by children from the respective region in the local dialect. At the same time, the brand is making its way into the digital soccer world: According to the plan, the distinctive package-shaped goalpost and LED scoreboards will also be featured in EA Sports FC. Around 2.5 million virtual Super League matches are played there each season.
In addition, there are new ideas for promoting young talent. Models are currently being tested in which purchases made by fans directly generate funds for youth programs, as well as platforms where young players can automatically receive and share highlight clips of their games.
The league also wants to speed up the game
With the start of the season upon us, the Swiss Football League is also looking ahead.
Several rule changes are intended to speed up the game. These include stricter rules against stalling during throw-ins, goal kicks, and substitutions, as well as additional opportunities to use VAR for yellow-red cards. At the same time, VAR decisions will be displayed more transparently on stadium screens in the future.
Philippe Guggisberg, Chief Communications Officer of the Swiss Football League
«There’s nothing better for soccer than when it remains unpredictable,» says Philippe Guggisberg, Chief Communications Officer of the Swiss Football League. Following newly promoted FC Thun’s sensational championship title, there’s probably hardly anyone in Switzerland who would dispute that statement right now.
Final chord
With the World Cup behind us, attention is turning back to the national stage. The first season of the Brack Super League has shown that title sponsorship can be much more than just a logo in the competition’s name. The real question now is no longer whether the concept works, but rather how much potential will be unlocked when a successful first season evolves into a five-year project.
]]>«Total Football» – wie Brack die Super League bespielt
https://www.markt-kom.com/en/markom/total-football-wie-brack-die-super-league-bespielt/
Thu, Jul 24, 2025 10:48:45 PM +0000https://www.markt-kom.com/?p=237164
Full commitment in all positions
When marketing, advertising and sponsorship work together, as with Johan Cruyff's "Total Football", it creates more than just visibility - it creates movement. It seems that Roman Reichelt, Chief Marketing & Communication Officer at Brack.Alltron and his team, in collaboration with the Swiss Football League, have applied this principle to the brand new name sponsorship of Switzerland's top football league: Brack is now the title sponsor of the Super League - and uses the pitch not just for logos, but for a holistic brand experience. The online retailer is playing offensively, to stay with the football language, with creative assets, precise offers and a clear game idea.
The ball column "Unpack what's inside you"
It starts even before the kick-off. The referee takes the match ball from a specially designed ball pillar - shaped like a Brack package. Symbolically and strikingly, it embodies the brand promise "Unpack what's inside you". The term originates from e-commerce - the magical moment of unboxing - and here becomes a ritual in the stadium.
Message from the Brack campaign: "For choir leaders"Message from the Brack campaign: "Hansel and Grätschel"
At the same time, the motto is an invitation to fans and players to develop their own potential. Whether on screen or on the pitch - Brack wants to act as an "enabler".
Sponsoring without silo thinking
What Brack is staging in the Super League is not an isolated measure, but a tactically interlinked brand management. Sponsorship, product range, communication, logistics - everything interlocks like a well-coordinated midfield. The difference to traditional sponsorship? No gaps between the rows of players, but a compact team. Total funnel instead of funnel break.
Brack communicates with animated boards, AI-generated clips on stadium screens, a broad awareness campaign - and at the same time massively expands the range of sports and fan merchandise. 600 new products, jerseys of all clubs including a free Brack badge. Visibility becomes an experience.
The 90-minute deal: a world first with countdown
One particular example of innovative play is the so-called 90-minute deal. There are exclusive offers on brack.ch during every Super League match - but only while the ball is rolling. The live deals are heavily discounted, technically limited to around ten minutes after the final whistle - and prominently staged visually.
The deal starts right at kick-off: on the home page of brack.ch, with a big countdown and a call-to-action that says it's now or never. And anyone in the stadium can see the offer on digital billboards around the arenas. The billboards are part of the so-called Walk of Game - the fans' route from the train station or bus stop to the stadium.
The deal is also visible on TV: live ads on Blue Sport remind viewers of the offer and carry the message "Only while the ball is rolling" right into the living room. If a product is sold out during the match, a corresponding message appears immediately - also on the screens in public spaces.
There is a deal offer for every game, and as soon as the ball rolls in the next match, a new offer goes online. Some of the discounts are spectacular - up to 33% on popular products such as AirPods or gaming accessories.
In this way, Brack creates a mix of live event, sales impulse and brand experience that appeals directly to fans - and invites them to become part of the movement.
From fans for fans - from the warehouse to the box
Brack doesn't just want to sell, it wants to be a fan. That's why the team works closely with clubs and fan organizations. At the launch event at the FIFA Museum Zurich, this attitude seemed tangible - despite the rain on the roof terrace, where Roman Reichelt's goal kicking did not match his sponsorship precision, but was all the more appealing. Inside: Networking - and catering to be proud of. The message: in five years' time, Brack wants to be remembered not just as a sponsor, but as part of the game. Everyone is investing in this - including night shifts, as Reichelt openly admits. "We are not a billion-dollar company, but we deliver passion."
The league benefits - emotionally and strategically
The Swiss Football League (SFL) also benefits significantly from the partnership. Philippe Guggisberg, who has been involved in the league's communications for over two decades, is delighted: "Brack is a sponsor like we've never had before in this form. You can feel that they love the product. They have a passion for football. And that's a great symbiosis for the future."
Brack is not just a logo partner, but "all in football" - and this is reflected in every measure. Guggisberg is particularly excited about the ball pillar, which gets to the heart of the new brand identity: "It's an element with character - it sticks in the mind." He also sees the new, more colorful league design as a win: "The league now has a fresh look. It's fun. People notice that something is happening."
Brack brings a presence that is reflected at all levels - from visibility on the jerseys to animated boards and addressing the fans. "Brack doesn't just think about advertising impact, but about enthusiasm. You can also feel this in the cooperation with the clubs."
No game without challenges
As with any complex game system, Brack's sponsorship project shows that a willingness to run alone is not enough - it requires coordination and stamina. Roman Reichelt takes a sporting view: "Not everything will go perfectly in the first few matches. But we're learning with every move."
There is also the question of resources: "We are not a billion-dollar company. We work with love, passion - and often also night shifts." There was no big budget for elaborate advertising films, they were produced efficiently with AI.
According to Reichelt, the development of the merchandising range in particular is somewhat more complicated: "Some clubs barely had time to list items with us. After all, this is new for everyone as a sponsor. Others, on the other hand, were immediately proactive in their cooperation." The expansion is now taking place step by step.
And also Philippe Guggisberg mentions challenges at league level - such as the technical implementation of the planned VAR communication on stadium screens or the reduction to four European Cup starting places due to the drop in the UEFA ranking. But that is precisely why a strong, committed sponsor like Brack is so valuable.
Cruyff & Reichelt: Two playmakers, one system
What Johan Cruyff was on the pitch, Roman Reichelt is on the brand field: a creative playmaker who shifts positions, recognizes gaps and orchestrates attacks. Instead of passing the ball with virtuosity, he kicks the ball precisely, with precision and always with an eye for the big brand message.
Cruyff once said: "Technique is knowing what to do with the ball when you have it." Reichelt thinks in a similar way - only his plaything is not the leather, but the content. His team at Brack functions like an offensive-minded starting eleven: dynamic, creative, playable. And if a bad pass happens? Then they follow up.
Conclusion: Total sponsoring
Brack thinks of sponsorship not as a placeholder, but as a playing field. Not as an individual action, but as a team effort. Not as a logo, but as an experience. The analogy to total soccer fits: Game intelligence, movement, relevance in every position.
Or as Johan Cruyff said: "There is no room for vanity in a team. Only for the game."
Brack has understood it - and plays the Super League the way you can love it. But just like in football, the same applies to marketing: the decisive factor is on the pitch - or in the market. The game idea is clear, the team is in place. Now it remains to be seen whether Brack not only achieves visibility, but also finds acceptance among the fans - and whether the strategy will work throughout the season.
