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Lo sport, per le aziende svizzere, rappresenta il settore più importante in cui investire in veste di sponsor. Lo sceglie il 77% delle 116 aziende interpellate (tutte nell'area germanofona) nell'ambito di uno studio dell'Alta scuola zurighese di scienze applicate di Winterthur. Il 51% opta per la cultura, il 44% per il segmento classificato come "responsabilità sociale di impresa", che comprende l'ambito sociale, ecologico, formativo o scientifico.
In termini di cifre, società e competizioni sportive si accaparrano il 40% della cifra, per metà destinata al calcio, seguito da hockey, corsa e sci. La cultura riceve il 22% del totale e la predilezione va ai concerti pop e rock, davanti ai festival cinematografici, alla musica classica, al teatro, al jazz e all'opera.
Scopo dichiarato dello sponsoring è quello di farsi conoscere e migliorare la propria immagine. Vi sono inclini in particolare banche e assicurazioni, ma anche le aziende attive nel campo energetico.
pon/ATS
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