Switzerland 2038: A huge challenge for sponsors

Sport and business meet at the Lucerne Sports Forum. This symbiotic relationship is crucial to Switzerland's plans for the 2038 Olympic Games. Because this requires financial support on an unprecedented scale.

Rainer Somerhalder/ch media

It is a topic at the heart of Switzerland's Olympic plans and was hotly debated at the Swiss Sports Forum in Lucerne last week. A significant portion of the funding for the 2038 Winter Olympics will be privately funded. In addition to the triple-digit funding and spectator revenue from the International Olympic Committee, promoters around Swiss ski president Urs Lehmann plan to use $250 million in commercial funds to fund the budget.

Urs Lehmann talks about “a challenge because Swiss sport takes on a new dimension”. He said there are already two or three approaches that now need to be deepened. The first signals from the economy made him very confident.

This is what a possible venue for the Winter Olympics in Switzerland could look like.Image credit: Watson/Shutterstock

Organizers have already drawn up financing plans for the original turbine version of the Olympic Games in Switzerland in 2030. Billionaire and Sporthilfe chairman Urs Wietlisbach and his extremely powerful network reportedly played a major role. Entrepreneur Wietlisbach was a friend of Urs Lehmann and was also personally involved in snow sports initiatives with Swiss Ski.

In addition to companies, strong individuals are also needed

However, Wietlisbach is quite skeptical about 2038 due to the time dimension and the advanced age of the network partners. Urs Lehmann absolutely does not want to reveal the names of any possible sponsors and supporters. However, he confirmed that new forms of support are needed in addition to traditional sponsorship, with individuals as well as companies being considered.

Michael Hartweg presented his innovative project Muuvr – a digital reward system for endurance activities – at the Lucerne Sports Forum. The investor is best known for the Lenzerheide Biathlon Stadium, one of the largest private investments in Swiss sports in recent years. Personally, he is too small financially for the 2038 Winter Olympics. But when asked how realistic it was to create $2.5 billion in private income in Switzerland, he replied: “250 million? Yes, I think it is possible.”

Entrepreneur Michael Hartwig (left) knows his way around sports investing.Image source: imago sports photo service

There are enough powerful people in Switzerland suitable for such an investment. “They all benefit from Swiss conditions and tax breaks. So it's an opportunity to give back to society – even as individuals. But you have to convince them of the social value of the event. For them, there's a commitment behind them The story has to be right.”

Diego Zuger, co-managing director of Swiss Ski Company, is currently researching this “story”. He formed a committee called “Circle” with marketing experts from the International Olympic Committee and Infront. Since there is almost no expertise in developing a sponsorship concept of this scale in Switzerland, the promoters can only rely on international experience. About ten years ago, Zug became involved in the project for his then employer Infront, in conjunction with the planning for the 2022 Graubünden Olympic Games.

Not a TV appearance, but part of a movement

For Zug, the vision he sells to potential donors is also crucial. “This should be a generational project that allows our partners to gain visibility for at least 12 years. You become part of a movement, but it's no longer a classic sponsorship on this scale.”

Diego Zug is one of the few Swiss sports officials who has developed a marketing concept for the Olympics.Image: trapezoid

In addition to companies, individuals, foundations and SMEs can also be considered partners. Under IOC rules, they won't receive any attention or TV appearances at the event itself, but they can advertise and carry the Olympic logo. “I believe we can come up with a concept that brings the right value to our partners,” says üger. But he also said the financial commitment to the Winter Olympics “probably won't come from a traditional sponsorship budget.” The Olympics certainly mean a special effort for the economy. (aargauerzeitung.ch)

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