An optimised marketing concept was required for the Swiss Football League to boost commercial appeal and to further strengthen the league and Swiss football both nationally and internationally.
Optimised marketing to create brand affiliation and long-term success
Reducing the number of sponsors in order to increase the value of Swiss football for commercial partners, Infront marketed a Title Sponsorship alongside five new sponsorship packages centrally over the entire Swiss Football League. The new top sponsors would take advantage of nationwide exposure as a result of advertising at all 180 games across the Swiss Super League – benefitting from a high presence at every game - regardless of the club. Taking a “less is more” approach, the reduced number of sponsorship packages guaranteed continuous brand visibility throughout the whole season – something that had not been achieved before for Swiss Football and that would provide a much higher and exclusive level of brand association for sponsor partners with the game.
Demonstrating the impressive appeal of Swiss football
Five major national brands with an international reputation were secured along with a naming partner the Raiffeisen Group: Swisscom, Allianz Suisse, Mitsubishi, Sporttip and Manor. The companies receive a continuous advertising presence on LED or rotating boards at all games of the Super League as well as during the live games of the Challenge League, leading to high levels of association with the more than two million fans supporting the ten competing clubs. Sponsors also benefited from a newly designed website and cross-media packages for increased exposure.
- Swiss football was developed into a high profile commercial package with nationwide exposure
- High sponsorship demand confirmed the success of the centralised marketing concept
- The concept guarantees continuous brand visibility throughout season