Sponsoring: Image Transfer with added Value

Sponsoring activities not only make a contribution to raising the profile and maintaining the Migros brand. They also allow target groups to benefit from interesting value added, such as discounts, competitions, side events, and also create presentation options for products and services. Finally, the various public commitments provide ideal platforms for the identification, motivation and integration of employees. In contrast to the promotion measures of Migros Culture Percentage, the sponsoring activities take a very different approach: the sponsoring relies on service and return service for cooperation, has a mandatory relation to operating business and includes the advertising presence on site.

A highlight of the activities in 2011 was the Unspunnen-Schwinget in September, of which Migros was the main sponsor. The biggest retailer in the country thereby again proved its close ties to Swiss traditions and customs. The event, which is held every six years, was broadcast in full length by Swiss national television. The SportXX appearance at the Swiss running events was also significant. As such, the runners taking part in the Greifenseelauf were offered a high-quality shoe analysis plus the option to buy a new kit at the new Ryffel Running by SportXX Ministore. The SportXX Ministore was also an attraction at the Murtenlauf, the Lausanne Marathon and the Zurich New Year's Day run.