Swiss sport faces its biggest challenge

Players from sport and the economy met at the Sport Forum Schweiz in Lucerne. An important signal in view of Switzerland’s candidacy for the 2038 Olympic Games, because the event will require financial support on an unprecedented scale.

Rainer Sommerhalder

This is the central theme of the Swiss bid for the 2038 Olympic Games. And it was the subject of lively discussions at the Sport Forum Schweiz in Lucerne last week. We are of course talking about the budget for the Olympics, an event which must be largely financed by big companies. In addition to the hundreds of millions contributed by the International Olympic Committee (IOC) and ticketing revenue, the project leaders – around the president of Swiss-Ski, Urs Lehmann – are expecting a contribution of 250 million francs from the private sector.

Urs Lehmann speaks of a challenge, “because Swiss sport is entering a new dimension”. According to him, there are already two or three avenues, which now deserve to be explored further. The first signals emitted by the economic world, however, make him a confident man.

The financing plan was already well advanced in view of the initial project, namely that of 2030. According to our information, billionaire Urs Wietlisbach (president of Swiss Sports Aid) and his extremely powerful network played an important role in this budget.

The great patrons are expected

For 2038, however, Wietlisbach has reservations. The billionaire seems skeptical because of the time dimension. In fact, the advanced age of his partners may pose a problem. Urs Lehmann does not want to name any potential partners. But it confirms that new forms of support – beyond traditional sponsorship involving brands – are necessary. Individuals and large donors are thus targeted.

At the Sport Forum Schweiz, Michael Hartweg presented his Muuvr project, an innovative application rewarding active athletes. The investor became known in Switzerland by financing the construction of the Roland Arena, the biathlon stadium in Lenzerheide. It is one of the largest infrastructures to have emerged in recent years in Switzerland thanks to private financing. Hartweg is not strong enough for the Olympics. He is what we call a little fish. But when asked whether it is realistic to generate a quarter of a billion in revenue through the private sector, he answers:

There would be enough powerful people here capable of raising such an amount. “They all took advantage of the situation in Switzerland and benefited from tax advantages. It’s an opportunity to give something back. But we must convince them of the social value of the event. For them, the story behind their commitment must be convincing,” he notes.

Diego Züger, co-director of Swiss-Ski, is currently working on this “story”. He sits with marketing experts working at the IOC or for the company Infront on a committee called “Circle”. As there is little know-how in Switzerland in terms of sponsorship for an event of this magnitude, the initiators are banking on international experience. Around ten years ago, Züger, then working for the company Infront, participated for his employer in the project envisaged by the canton of Graubünden with a view to the 2022 Olympic Games.

No visibility during the tests

For Zuger too, the vision sold to potential sponsors is crucial. “It must be a generational project, offering our partners visibility for at least 12 years. We are part of a movement. It’s no longer a classic sponsorship on this scale,” says the manager.

In addition to companies and individuals, foundations and small and medium-sized businesses could also be considered. However, due to the IOC’s drastic rules, they will not benefit from any visibility during the events, but they will be able to advertise and use the Olympic symbols. “I am convinced that we can present a concept in which the value for the partners is correct,” says Züger. But he also says that commitment to the Winter Games “is unlikely to come from traditional sponsorship budgets.” The Olympic Games certainly represent a special effort.