The Swiss Olympic association has secured its first commercial partner for its bid to host the 2038 Winter Olympic and Paralympic Games, with sportswear brand On to act as a "key flagbearer” for the project.
The partnership comes on the back of SO stating that it aims to host a “sustainable, decentralized, and privately financed” edition of the games, having won government support to launch a bid in 2024.
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The federation said its bid encompasses the entire country, using a decentralized network of existing venues, but specified its proposal needs a “foundational financial contribution representing 10% of the total private deficit guarantee,” with On now providing some of this investment.
Sportcal understands that On has pledged CHF20 million ($25.77 million) towards the Switzerland 2038 bid.
Frédéric Favre, CEO of Switzerland 2038, said: “Having a leading Swiss innovator like On step up as our first 'flag bearer' validates that the model of a privately-backed, publicly-supported bid is the path forward.
“This guarantee provides the crucial financial underpinning we need to build a bid that is cost-conscious, more sustainable, and reflects the very best of Swiss excellence without risk to the taxpayer.”
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By GlobalDataOn chief executive Martin Hoffmann added: “When the call came for private industry to take responsibility, it was clear to us that we had to lead the way.
“This is a unique opportunity to invest in the future of our home and our belief in Switzerland's innovative spirit embodied by the Switzerland 2038 bid.”
The new agreement builds on On’s current partnership to equip the Swiss Olympic Team at the Summer Olympic Games until 2034, last renewed in 2024.
The Switzerland 2038 project is currently in a privileged dialogue with the International Olympic Committee (IOC), which gives Switzerland an exclusive window to develop its bid until the end of 2027.
The body initially stated 2030 was its focus, while 2034 was a backup option, but in 2024, both games were preliminarily awarded to other locations: the French Alps for 2030, and Salt Lake City, Utah (US) for 2034.
Switzerland has been targeting 2038 since then and will finalize its bid by the end of 2027, with the IOC suggesting yesterday that hosting rights could be finalized at that point if the local political consultation process is successfully completed by the end of this year.
Speaking at the 145th IOC Session in Milan, Karl Stoss, chair of the IOC’s future host commission for the Olympic Winter Games, said: “If all requirements have been met, the IOC Executive Board could potentially open a Targeted Dialogue with Switzerland by the end of 2026.”
However, he added that should the deadline pass, the IOC would open bidding to other interested parties.
No Olympics have ever been hosted across an entire country in the history of the games, summer or winter.
Switzerland has hosted the Winter Olympics twice, both in St. Moritz, in 1928 and 1948, but has not hosted since.
The 2022 Winter Olympics were held in Beijing, China, while the current 2026 edition is being held in Milano-Cortina, Italy.
Meanwhile, Team GB has announced Options as its official IT provider through 2028 as its athletes prepare to compete in the 2026 Winter Olympic Games Milano Cortina.
Along with the current Winter Olympics, the partnership will see Options support Team GB at the Los Angeles 2028 Summer Olympic Games, encompassing all competition events, training camps, and preparatory activities.
Specifically, Team GB will gain access to AtlasWorkplace, Options’ corporate IT platform, to support its operations across training, preparation, and games delivery.
Sarah Wallace, chief financial officer of Team GB, said: “Options brings a wealth of experience in supporting high-performance environments, alongside the depth, reliability, and expertise we require, and we are delighted to have their support along the road to Milano Cortina 2026 and LA 2028.”
The new deal comes shortly after Team GB secured media giant Sky as an official partner covering the same two Olympic editions, with the pay-TV broadcaster to promote athletes' stories throughout the flagship events.
UK rights to the upcoming Winter Olympic Games are held by public-service broadcaster the BBC as part of a deal running up to and including the 2032 games in Brisbane.
The British Olympic Association has secured several Team GB partnerships recently with the likes of UK bed retailer Dreams (until 2028), German sportswear giant Adidas as kit supplier (until 2032), trading card firm Topps, and international supermarket chain Aldi.
