Sports & Money
A digital exhibition by the Swiss Finance Museum about the financial aspect of physical exercise
Podcast: "Sports Industry Switzerland"
In this podcast episode in German, we talk to Oliver Hoff, Business Unit Manager at Ernst, Basler and Partners EBP. He has been systematically surveying the financial importance of sport in Switzerland for several years now in the study Sportwirtschaft Schweiz (Swiss Sports Industry) and gives us an insight into it.
Listen to the episode
ABOUT THE STUDY
Sport und Wirtschaft Schweiz - Economic Importance of Sport in Switzerland
The study presents the overall economic importance of sport in Switzerland and of the various sports sectors. It is the fourth update of the comprehensive baseline study for 2005, in which the importance of sport as an important economic factor was calculated for Switzerland for the first time.
Year of publication: 2020
Formula 1
Formula 1
The first documented car race took place in France in 1894, the route ran over 124 km from Paris to Rouen. However, the race is not only about speed but also reliability: only 17 of the 21 participating vehicles reach the finish line. Over the years, various international competitions have developed, whose different regulations for engine and car are also known as “ formulas”. Formula 1 is considered the royal class of sport, its first season was in 1950.
Price money
The Formula 1 prize money is administered by Formula One Management Ltd. (FOM), which coordinates and exercises the commercial marketing rights of the racing league. FOM’s income consists of racing fees, T V broadcasting rights, perimeter advertising and much more. The prize money in Formula 1 is distributed according to a complicated breakdown. The winner of the World Championship does not automatically receive the highest sums, even though the ranking is of course very important.
What the box costs
Tennis
The word tennis stems from the French tenez (“ keep”). The sport has its origins in medieval monasteries in France. “Jeu de Paume”, developed from a racket game, f lourished in French and English ball houses of the 16th and 17th centuries, and was popular with the aristocracy and bourgeoisie. In the 1870s, modern grass tennis was invented in Great Britain and initially spread throughout Europe, the USA and the former British colonies.
Grand Slam Sponsoring-Deals 2019:
- JP Morgan Chase at the US Open (USD 20M)
- BNP Paribas at the French Open (USD 17.5M)
- Emirates at the US Open (USD 17M)
- Kia Motors at the Australian Open (USD 14.1M)
- Luzhou Laojiao at the Australian Open (USD 14.1M)
- Rolex at Wimbledon (USD 12.3M)
- Oppo at Wimbledon (USD 11M)
- American Express at the US Open (USD 10M)
- Mercedes-Benz at the US Open (USD 10M)
- Rolex at the US Open (GBP 10M)
Number of sponsorship deals men / women
Tennis players: 105
Female tennis players: 121
Worth of deals men / women
Tennis players: USD 201.55M
Female tennis players: USD 70.2M
The costs
Soccer
England
England is considered the home of soccer. Already in the 15th century the game is played between two villages. The aim is to get the ball into the opponent's city gate. From 1863 onwards, fixed rules were introduced: kicking opponents, catching and carrying the ball by hand were forbidden. This leads to the spinoff of the game rugby, with its oval ball.
Switzerland
From the 1860s onwards, soccer is played at private schools in the French-speaking part of Switzerland – by English pupils. In April 1879, the first Swiss soccer club, FC St. Gallen, is founded, which is now the oldest club on the European mainland
Soccer clubs and their shareholders
Soccer clubs can choose from various legal forms for their organizational structure. Among others, there are registered associations, limited liability companies and also joint stock companies. Some soccer clubs are listed on the stock exchange. The portion of their shares that is available in the so-called free float is also open to private individuals for trading. However, none of the Swiss soccer clubs are listed on the stock exchange.
Football clubs as public limited companies: Ajax Amsterdam, Borussia Dortmund and Manchester United
Fussball und TV - Untrennbar
Soccer and TV are inseparable today. The very first live broadcast takes place in England: in October 1946, the BBC broadcasts the match between the London clubs Barnet FC and Wealdstone FC. In Switzerland, the international match between Switzerland and Germany (5:3) is broadcast live for the first time on April 25, 1954, as a dress rehearsal for the upcoming World Cup in Bern. Today, a flourishing business model has developed from TV broadcasts. The national leagues sell the rights to the matches, UEFA (Union of European Football Associations) and FIFA (Fédération Internationale de Football Association) those to the international competitions. Depending on the country and league, these are sold directly to the TV stations or to so-called marketing agencies. The revenues are then largely paid out to the soccer clubs according to a key
Revenue
- English Premier League
- 5BN EUR 5BN EUR
- Deutsche Bundesliga
- 4.64BN EUR 4.64BN EUR
- Swiss Football League
- 11.7M EUR 11.7M EUR
Equestrian sports
Horses have accompanied mankind for over 6.000 years: as workers, a means of transport, partners in the war. In the last 100 years, the horse has transformed from a farm animal into a leisure and sports companion for humans. In 1900, the first equestrian tournament in Switzerland was held in Yverdon, and the first riding association was formed in the same year. Many disciplines have developed in equestrian sports, the most prominent of which are certainly horse racing, as well as show jumping and dressage.
Equestrian sport in Switzerland
- Turnover per horse
- 18'600 CHF 18'600 CHF
- Total sales
- 1.4BN CHF 1.4BN CHF
- Jobs
- 12'900 12'900
From Underdog to record holder
At the 2010 spring auction for racehorses, nobody wanted to make the minimum bid of EUR 9.000 for the mare Danedream – she looked sleepy and bored. Trainer Peter Schiergen persuades the owner of the racing stable, Helmut Volz, to buy the mare. Within a short time she turns into a wonder horse: in 2011 she wins the renowned race Qatar Prix de l’Arc de Triomphe as an outsider, and sets a record that is still unbroken today. Further international victories follow. In 2012 the little mare retires as a four-year-old, and goes down in history as the German race horse who won most races ever.
Ski
“Ski” is Norwegian and means “log, split wood.” Already in the 18th century, the Norwegian army had skiing units, and the sport started to become a leisure activity. Around 1850, the first races took place. By the turn of the century, the Alps also became the scene of the ski boom, and the first associations were founded. After World War I, tourists began traveling by train to Switzerland to ski, and the first ski schools were opened.
Dynamic prices for ski tickets
From 2017 to 2020, the number of ski resorts offering dynamic prices has tripled. Ski resort operators hope for a 5 to 10% increase in sales. Prices mainly depend on the weather and booking time.
For example: St. Moritz, ski season 2018/2019:

Ski resorts that offered dynamic prices in 2019. Some have abandoned this, e.g. Andermatt / Sedrun
Book «Sports & Money»
The exclusive book “Sports & Money” accompanying the exhibition of the same name with even more exciting facts about the financial side of physical activity.
Available at the Finance Museum for CHF 5 on site or by post plus postage.
Texts in German and English.
Video of the former Sports & Money exhibition
Sports-related securities
Blog article on the topic
Concept and implementation: Swiss Finance Museum
The content is based on the former Sport & Money exhibition with data from 2020.