Case Study – UBS Internal Evaluation of Alinghi Sponsorship


UBS's sponsorship of America's Cup Defender, the Swiss team "Alinghi"  would make an excellent business school case study of how to activate a sponsorship and generate maximum ROI. Download this presentation by Annemarie Meyer, who managed the sponsorship for UBS. In it, she explains many of the ways UBS activated. 

It's important to note that UBS had multiple audiences and businesses:

  • international wealth management for high net worth individuals (HNWI)
  • investment banking for corporate clients
  • retail banking in Switzerland
  • employees - UBS was the resulting structure from two major Swiss banks: Union Bank of Switzerland and Swiss Bank Corporation. The Alinghi sponsorship played a major role in employee motivation - the former banking competitors were unified by taking pride in this successful sponsorship.

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