How sponsorship shapes sport

Sport costs money. This is particularly true of ice hockey: equipment, ice time and infrastructure all incur high costs. Without additional funding, many clubs and programmes simply wouldn’t be possible.

This is where sponsorship comes in. It helps in nurturing youth teams, funding training sessions and organising competitions. For many athletes, sponsorship is therefore not just a bonus, but a prerequisite.

Lara Stalder, an ice hockey player for EV Zug and captain of the Swiss national team, knows this from her own experience: “In women’s sport in particular, many structures are still being developed. Teams, leagues and programmes are only just coming into being.” She says this phase is comparable to a start-up: “You have to invest first and see it as a long-term journey.” Without such investment, careers like hers would be virtually impossible.

Promotion and marketing in one

But why do companies invest in sport? For André Stöckli, Head of Sponsorship at Raiffeisen Switzerland, sponsorship serves a variety of purposes. At a local level, the focus is on supporting young talent, clubs and grassroots sport. “This commitment strengthens community life and local roots,” he says. “But without young talent, there can be no elite athletes.”

At national level, sponsorship fulfils a different role: it creates reach, strengthens the brand and gives the bank access to relevant target groups.

However, the impact does not translate directly into sales figures. Banking products are complex, and decision-making processes are often long-term. Sponsorship has an indirect effect. Perception, awareness and image are crucial. “You can’t say whether you’ve sold one more mortgage because of the sponsorship,” says Stöckli. “What we measure is whether the sponsorship is noticed and how brand affinity and image develop.”

It is clear that sponsorship is not a short-term tool. Its impact is seen over years. It combines economic goals with social responsibility.

Greater visibility, greater opportunities

The impact of sponsorship extends beyond sport itself: “It not only provides access to sport but also ensures its visibility,” says Stalder. In addition to funding the development of teams and leagues, it also helps to change perceptions and attitudes – women’s sport is a good example of this.

Major tournaments such as the Women’s European Football Championship have reached new audiences in recent years, filled stadiums and attracted attention. At the same time, women’s football has gained recognition and is increasingly stepping out of the shadow of the men’s game. “Sponsorship can bring about change in society,” says Stalder.

You can listen to the full conversation in German on the podcast «Mehr als ein Logo: Warum Banken Sport und Kultur fördern».