“What have winter sports and k kiosk got in common? They are both Swiss cultural assets”

Alpine skiing, ski cross, supporting young talents: Valora is expanding its winter sport sponsoring in collaboration with Swiss-Ski.

Alpine skiing, ski cross, supporting young talents: Valora Group is expanding its winter sport sponsoring with the k kiosk format and its ok.– own brand. Thomas Herz, Head of Marketing Retail at Valora, explains the reasons behind the engagement.

Thomas Herz, why is Valora involved in Swiss winter sports?

Winter sports are a Swiss cultural asset and the national sport, so it’s almost part of the national DNA. Our k kiosk sales format has a tradition going back decades and is a popular feature in the daily routine of many Swiss. So, the kiosk has also become a cultural asset in that regard. We are convinced that Valora and winter sports are an ideal match. Another, not insignificant reason is the fact that we greatly value the partnership with Swiss-Ski and the many communication opportunities it offers.

Vanessa Marina Kasper: supported by Valora (Valora winter sport sponsoring k kiosk ok.–
Vanessa Kasper: supported by Valora.

This partnership began two years ago with the Audi Skicross Tour, of which Valora has since been a co-sponsor with its ok.– own brand. Why the tour in particular?

At that time, we were looking for further opportunities to strengthen our trendy own brand, which is particularly known for energy drinks. Ski cross is an action-packed sport that appeals to a young target demographic, which is a very good fit for ok.–. We are happy with the brand awareness generated by this engagement. If the winners on the podium are radiating joy with an ok.– sponsored prize, that’s more than just ok, much more in fact.

Valora winter sport sponsoring – engagement based on three pillars

Grand Prix Migros
Last winter, Valora joined the Grand Prix Migros as a co-sponsor with the k kiosk format. It is the world’s largest ski race for children and young people. The event started in 1972 and will kick off the new season in Savognin (Switzerland) on 9 January 2022.

Ski cross
Since 2018, Valora has been the co-sponsor of the Swiss-Ski Audi Skicross Tour via its ok.– own brand. The tour includes FIS and European Cup races for licensed athletes as well as competitions in the Open and Junior categories. The season starts on 8 January in St. Moritz, Switzerland.

Athlete sponsoring
Valora supports Vanessa Kasper (alpine skiing), Daniele Sette (alpine skiing) and Talina Gantenbein (ski cross) from Switzerland through a so-called bottle sponsorship with its own brand ok.–.

Valora also supports ski cross athlete Talina Gantenbein and two alpine skiing professionals Vanessa Kasper and Daniele Sette with an ok.– bottle sponsorship. How were the three chosen?

Our past experience in sponsoring individuals in sport has been extremely positive. So, we knew that we wanted to go in that direction and find the right partners to allow us to do that. We are specifically focusing on up-and-coming talent and exciting personalities so we can accompany them on part of their sporting journey. Talina, Vanessa and Daniele are the perfect match for us and our profile.

Heru

“Whether Talina, Vanessa or Daniele: I have great respect for the passion shown by all three athletes.”

Thomas Herz, Head of Marketing Retail at Valora

Last season, Talina was among the world’s top ski cross riders and, at the age of 23, is still one of the younger athletes in the World Cup. Vanessa has fought back from a serious injury in 2018 and now she wants to go all out. Daniele persevered on the ski circuit with no support, raised his own funds and organised his own training and materials. He is now part of the Swiss-Ski squad. Personally, I have great respect for the passion shown by all three athletes.

Last winter, Valora joined the Grand Prix Migros as a co-sponsor with the k kiosk format. What makes this racing series so special?

It’s the world’s biggest skiing race for children and young people. In other words, it’s very much an institution within Swiss amateur sports. Grand Prix Migros gives us a unique opportunity to appeal directly to all of our customers large and small. Not only do we offer them numerous products in our stores for when they are on the move, we also bring great experiences and fun – even in these difficult and turbulent times.

What type of sponsoring activities do you bring to Grand Prix Migros?

There are twelve races scheduled from January 2022 to the final in March. As a first step, we see the engagement as classic event sponsoring that we can carry out through promotional activities at the venue and continue through communication via our digital channels. For example, we have a k kiosk tent in the Grand Prix village, where we aim to attract the attention of the skiing families with all sorts of promotional campaigns. 

Talina Gantenbein

Talina Gantenbein, Skicross (Valora Schneesport-Sponsoring mit k kiosk und ok.–)
Date of birth: August 18, 1998
Sport:
Ski cross

What has been your sporting highlight so far?
Gold at the 2016 Youth Olympic Games, silver at the 2019 Junior World Cup and the start at the 2018 Olympic Games in South Korea. All three occasions have a special place in my heart.

What are your goals for this season?
A podium finish at the Olympic Games in Beijing in February 2022.

In which ski area do you feel at home?
I know two ski resorts in the canton of Graubünden (Switzerland) inside out: Motta Naluns in Scuol, where I was born, and Parsenn and Jakobshorn in Davos.

What do you do apart from skiing?
I completed my vocational baccalaureate in the spring and will start a remote study course next February. I like to spend my free time hiking or ski touring. But I can also easily spend a day shopping in the city. As I’m rarely at home in winter, I spend a lot of time with my family and friends in the summer.

Daniele Sette

Daniele Sette, Ski-Alpin (Valora Schneesport-Sponsoring mit k kiosk und ok.–)
Date of birth: February 28, 1992
Sport:
Alpine skiing

What has been your sporting highlight so far?
In 2020, I posted my first World Cup points in Adelboden (Switzerland) – my start number was 51 and my parents and friends were in the crowd. Last season was my second major highlight in Bansko, Bulgaria: I set the fastest time in the second round, spent some time in the leader box and moved up to eleventh place: my best career result so far. And all on my 29th birthday!

What are your goals for this season?
To do the best I can and keep getting better, faster, stronger, more experienced. I want to keep moving towards the world’s best athletes. The 2022 Winter Olympics in Beijing are also on my mind.

In which ski area do you feel at home?
In St. Moritz (Switzerland) on the Corviglia, that is my home mountain. I really like the diversity of the slopes and the wonderful view always amazes me.

What do you do apart from skiing?
Tennis, basketball and – if I have time – surfing. I like to travel and spend time with my friends. I also love good food and am interested in sports and kinesiology.

Vanessa Marina Kasper

Vanessa Marina Kasper (Valora Schneesport-Sponsoring mit k kiosk und ok.–)
Date of birth: December 8, 1996
Sport: Alpine skiing

What has been your sporting highlight so far?
A few weeks ago, I finished 14th in the parallel race in Lech (Austria) – my best career result so far in the World Cup.

What are your goals for this season?
Achieve more top 30 results in the World Cup and be among the leaders at the European Cup. I want to improve and develop daily to take another step towards the world’s best athletes every day.

In which ski area do you feel at home?
Definitely in Upper Engadin (Switzerland): in St. Moritz and Celerina. But I also like the Corvatsch area. Besides, I love the north. I feel at home in Sweden and Norway and love skiing there.

What do you do apart from skiing?
I love nature and like being outdoors: riding and tennis are my hobbies, and photography is my greatest passion alongside skiing. I’m also a very curious and enterprising person and like to get to know new places and regions.


Photos: provided

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