Bank WIR lines up at the Start
30. January 2023









Bank WIR joins the Tour de Suisse from 2023 to 2025 as Premium Partner, presenting the KOM/QOM Jersey.

Similarly young at heart and dynamic and with the same target audience this is a perfect match for 2023: Bank WIR is a Premium Partner of the Tour de Suisse. The TdS represents a sport that matches the down-to-earth nature of Bank WIR in every respect: Cycling is an accessible sport that can be enjoyed by all and is extremely popular in Switzerland.

Olivier Senn, Tour de Suisse Director: “As an organisation we can easily identify with the guiding principles of Bank WIR. We also try to connect young and old, big and small, and in this way organise a cycling festival for everyone. This is why we are very pleased that WIR has joined us as a Premium Partner.”

Positioning Bank WIR as the savings and pension bank

The Premium Partner agreement with the Tour de Suisse, which in turn will be a WIR member, runs until 2025. Reto Etter, Head of Events at Bank WIR: “The bank decided on a sports sponsorship because it has a higher acceptance than classic advertising, achieves strong appeal compared to other advertising measures and thus attracts attention.” With the Tour de Suisse, Bank WIR will in future be associated with the largest annual sporting event in Switzerland. “The Tour de Suisse is a cycling festival for the broader public, and this is precisely our target audience for the positioning of Bank WIR as the bank for savings and pension products,” says Etter.

Bank WIR presents the KOM/QOM Jersey

From Bank WIR’s point of view, the mountain stages of the Tour de Suisse are particularly interesting, as they present the KOM/QOM Jersey. And that makes sense: just as the riders of the Tour de Suisse climb the hills and mountains, Bank WIR always leads the way when it comes to interest rate adjustments.

According to David Loosli, responsible for the route, climbing skills are very much in demand in 2023 because: “There are a lot of metres of altitude on the way to the yellow jersey for both sexes!” A highlight for the men will be the Albula stage. This section is considered one of the most beautiful Alpine passes in the cycling scene – and is also the subject of an anniversary celebration: the pass will be crossed for the 14th time precisely 40 years after it was first included in the Tour.

A Fond Farewell to

At this point it is not easy to say goodbye to a long-standing Premium Partner. For 10 years was an integral part of the Tour de Suisse and presented, among other things, the Black Jersey of the best male and female Sprinters. The many victories of Peter Sagan who shaped the sprint classification for years are unforgettable. “Sagan and the Sprint Jersey were one heart and soul,” says Tour Director Olivier Senn.

“We have greatly appreciated the pleasant collaboration over the years. The Tour de Suisse team has always implemented the races with great professionalism and commitment and has incorporated’s interests. We wish them every success and exciting racing in the future,” says Vanessa Marr, CMO Swisscom Directories AG.

The Tour de Suisse also extends its best wishes to the team for the future, both privately and professionally.

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