Ittigen, Switzerland – Swiss Cycling has laid the foundation for the future by introducing a new marketing concept, which has been developed in close collaboration with the sports marketing company InfrontRingier Sports & Entertainment Switzerland AG. The ultimate goal of the new concept is to re-position the association and its events to increase appeal to sponsors as well as promote the sport of cycling in Switzerland at all levels and across all disciplines. To achieve this, the two partners have developed a number of measures that will be continuously implemented from spring 2013 onwards.
At the centre is the nationwide introduction of new events and activation concepts for competitive sports, amateur sports and youth level competitions – including a centralised event series, a role sprint ('Rollensprint') series and a Kids Camp. This is accompanied by a new, clearly structured sponsorship concept with four hierarchical levels, which guarantees a continuous presence to Partners and Suppliers.
Vaudoise becomes the Main Partner of Swiss Cycling
Vaudoise Versicherungen (insurance) has signed a two-year agreement as the Main Partner of Swiss Cycling. The collaboration focuses on all major activities of Swiss Cycling, including the systematic and sustainable development of Swiss Cycling at grassroots, youth and professional levels. In addition, amongst other benefits the company will feature branding on the shirts of the Swiss athletes at all World Championship events.
For over four years already, Vaudoise has supported the Tour de Suisse and the Tour de Romandie, the two top cycling events in Switzerland. With the new Swiss Cycling partnership, the company is comprehensively reinforcing its commitment on a broad national level and is now the most important partner of cycling in Switzerland.
Philippe Hebeisen, CEO of Vaudoise Versicherungen explains the new commitment: “To become a partner of Swiss Cycling was a logical step for us. By supporting the federation, we contribute to youth promotion and the development of the sport of cycling among the broader population, which positively affects people’s health. Similar to our role at the cycling tours, we want to be more than just a sponsor. As a true partner, our aim is to add value and contribute to the success of the federation in favor of cycling in Switzerland.”
Richard Chassot, President of Swiss Cycling, welcomes the new partnership and comments: “For Swiss Cycling this new commitment is essential and ensures the future of the sport in Switzerland.”
Cornèrcard and ŠKODA intensify their commitment on second level
Cornèrcard, the Swiss specialist for credit and prepaid cards, has been a partner of Swiss Cycling since 2011 and acted as a sponsor for the road and mountain bike disciplines as well as for the Swiss Cycling Awards. The Ticino based company has both extended and expanded its sponsorship on the basis of the new concept until 2015. From now on, they are involved in a more comprehensive way as Partner of Swiss Cycling.
The association will also be accompanied by ŠKODA, ‘the engine of cycling in Switzerland’, for a further three years. With the renewal and expansion of ŠKODA’s commitment, which already began in 2011, the Swiss Cycling national teams will get the perfect support during training camps and races. Finally, ASSOS (cycling apparel company), a longtime supplier to Swiss Cycling, will remain a partner until the end of 2013.
New and previous Co-Partners alongside Swiss Cycling
On Co-Partner level, Swiss Cycling can rely on new companies as well as long-term partners. Graubünden BIKE (Grison tourism organisation in the field of mountain biking), Quickline (telecommunications company) and Sunstar (Swiss hotel group) have all become new co-partners.
Existing partner SWICA (Swiss health and accident insurance company) has prolonged and expanded its partnership ahead of time. Vitogaz (specialist in the trade and sale of liquid gas and the implementation of energy projects across Switzerland) will continue as an existing Co-Partner.
Finally, Swiss Cycling has also secured three new suppliers - Massa Vecchia (biking resort), Baumeler Travel (travel agency) and Tacx (training equipment).
Swiss Cycling Events hold high interaction opportunities
The agreements closed with top brands on all sponsorship levels have confirmed that Swiss Cycling and InfrontRingier are on the right track with the newly introduced marketing concept. Details of the new strategy will be outlined at a press conference on 6 March 2013 at the House of Sport (‘Haus des Sports’) in Ittigen – with invitations sent out at a later date.
Armin Meier, Managing Director of InfrontRingier, says: “It is the effective combination of continuous brand exposure and the high potential for interaction, which distinguish sponsorship engagements around Swiss Cycling. The extremely positive response from top Swiss brands on the new marketing strategy shows that we have properly anticipated the needs of the business. We have now moved a step closer to our goal of establishing solid foundation for the future of cycling in Switzerland.”
About Swiss Cycling
Swiss Cycling was founded in 1883 and is the national governing body for all cycling competitions such as Road, Mountainbike, Track, BMX, Para-cycling, Indoor Cycling, Cyclocross, Downhill/4X and Trial in Switzerland.
Swiss Cycling is a member of Swiss Olympic, the Union Cycliste Internationale (UCI) and the Union Européenne de Cyclisme (UEC). In Switzerland, Swiss Cycling is the only recognised partner of these sports organisations and is responsible for loading the competitions at international level (World and European Championships, Olympic Games). In addition, it is holder of the trade marks Tour de Suisse, Alpenbrevet and Berner Rundfahrt.
InfrontRingier Sports & Entertainment Switzerland AG, based in Zug, Switzerland, is a 50/50 joint venture between the international sports marketing company Infront Sports & Media and the largest Swiss media group Ringier. Expertise and resources as well as the existing network of the two partners perfectly complement each other and make InfrontRingier a competent, innovative and reliable partner of Swiss sport. InfrontRingier specifically focuses on the national market and supports Swiss organisers of sports events as well as Switzerland's top athletes as a marketing, consulting and service partner.