Emmi has been a sponsor of the FIS Alpine Ski World Cup since the 2009/10 season. For the first five years, the Emmi brand was used, after which it was replaced by the Emmi Caffè Latte brand. Emmi Caffè Latte has been visible in the start or finish areas, on hoardings or on start numbers at up to 40 races a year across Switzerland, Germany, Austria, Italy, France and Norway. The heart of these sponsorship activities has always been a presence at all Swiss races, including the Adelboden and Wengen classics. In 2017, Emmi Caffè Latte also became a sponsor of the FIS Alpine World Ski Championships in St Moritz. For the last three seasons, the company’s involvement with skiing has also incorporated third-party sponsorship of Wendy Holdener and Tina Weirather.
2019/20 season: Main sponsor of Wendy Holdener and focus on Swiss races
As announced today, following a spectacular parachute landing at Emmi’s headquarters in the centre of Lucerne, Emmi now plans to take its partnership with Wendy to even greater heights: following a successful third-party sponsorship arrangement, Emmi Caffè Latte will become the main sponsor of the three-time world champion and Olympic gold medallist. Emmi Caffè Latte replaces Electrolux as Wendy’s main sponsor. “We are very grateful to Electrolux for the valuable development work that they have done over the years, and we are very much looking forward to working more closely with Wendy. As a likeable, grounded and ambitious personality from central Switzerland, Wendy is the ideal ambassador for Emmi Caffè Latte. She is the perfect embodiment of our brand values; after all, it’s what’s inside that counts,” remarked Emmi’s Chief Marketing Officer, Thomas Morf, at the official presentation of the new helmet. And what’s inside with Emmi is also right up Wendy’s street. “Emmi products have always been found in my fridge, be they yogurts, Emmi Caffè Lattes or some of the wide variety of cheeses. My family and I love dairy products, which makes me all the prouder to have Emmi Caffè Latte at my side – and indeed on my head – as my new main sponsor,” declares the champion ski racer, who hails from Unteriberg in the Canton of Schwyz.
In opting for this change of direction, Emmi will from 2019/20 be focusing exclusively on the Swiss races. The cooperation with Tina Weirather will come to an end.