The Swiss cooperative bank with its own complementary currency (WIR) has become a premium partner of the event and will present the King of the Mountains jersey.
Bank WIR and the Tour de Suisse joined forces in 2023, and they have plenty in common: they are about the same age, still young at heart and targeted towards the same audience. The Tour de Suisse showcases a sport that’s a perfect match for Bank WIR’s down-to-earth approach. Cycling is an accessible activity that almost anyone can take part in, and it is very popular in Switzerland. Just like Bank WIR, the Tour de Suisse is synonymous with Swissness.
The Tour de Suisse is a world-class cycling event for the general public – the very audience that Bank WIR targets through its positioning as the bank for savings and pension products for everybody. Presenting the King of the Mountains jersey was a natural step for Bank WIR. Just as the riders on the Tour de Suisse do when they climb the hills and mountains, Bank WIR sets the pace when it comes to interest rate increases.
In addition to attractive savings and pension solutions, the bank provides financing in CHF and CHW (WIR) and is known for its modern digital banking products. It makes SMEs more successful, acts as a source of inspiration for private customers and entrepreneurs, and systematically bolsters the Swiss small business sector.