LED gate arch at the dog's head is used for the first time

At the Hundschopf, probably the most spectacular spot of the Lauberhorn race in Wengen, an advertising sheet is emblazoned for the first time this year. The Wengen organizers had initially resisted marketing the spectacular view of the steep key section. Swisscom has secured the advertising rights.

Swisscom has secured the advertising rights to the Hundschopf Torbogen. (Image: Swisscom)

Wengen was not short of interested parties for an advertising arch, such as exists at the Hausbergkante in Kitzbühel, Austria. "But this is out of the question for us," Wengen OC President Urs Näpflin told the newspaper at the beginning of the year. Bernese Oberland.

The key point, where the ski racers make a long jump, lives from the breathtaking alpine backdrop. And the Wengen team didn't want to spoil it with advertising.

Näpflin's cancellation was connected at the time with a smoldering dispute with the national association Swiss Ski over the financing of the Bernese Oberland racing classic. For a while, the future of the Lauberhorn races was even on the line.


Swisscom secures advertising rights

Following an intervention by Sports Minister Viola Amherd, Swiss Ski and the people of Wengen found a solution last May. The basis of this agreement is not only financial support from the region and the canton of Berne, but also improved TV marketing for which Swiss Ski is responsible. This also includes the advertising arch on the Hundschopf.

Swisscom has secured the advertising rights to the arc, as the telecom group announced on Wednesday.

"Both parties took a big step toward each other in the spring. The relief was great on both sides at the time. Now we are delighted that Swisscom, a long-standing Swiss partner, has acquired the rights to the archway at Hundschopf," Urs Näpflin is quoted as saying in the statement.

Diego Züger, deputy managing director of Swiss-Ski, is also pleased, according to the statement: "With the archway at Hundschopf, an important and forward-looking step forward has been taken in terms of marketing the Lauberhorn race."


Dynamic advertising sheet

The advertising sheet is equipped with LED light. The area can thus be used for different messages. The previously static logo placement can now be replaced with different content in different languages.

The Bernese Oberland World Cup weeks start on Friday with the races in Adelboden. The Lauberhorn races will take place from January 15 to 17. Both events will take place without spectators due to the corona pandemic. (SDA)

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