Will Marco Odermatt Surpass Federer as Switzerland’s Top Advertising Icon?

Marco Odermatt, the Swiss and Stöckli megastar and three-time overall World Cup winner, has become a familiar face on the mountain and in the media world. His appearances in high-profile ads, including one alongside tennis legend Roger Federer, have placed him on the fast track to becoming a Swiss advertising icon. But the question remains: Could Odermatt surpass Federer as the country’s most recognizable sports figure in advertising?

Authenticity and Popularity

Odermatt’s authenticity and down-to-earth nature set him apart in the advertising space. Marketing expert Felix Murbach highlights Odermatt’s appeal, calling him a “down-to-earth high-flyer” who represents credibility and authenticity—traits that make him highly attractive to corporate sponsors. Despite Federer’s global reach in advertising, Odermatt is making waves with his unique charm.

With over 400,000 followers on Instagram, Odermatt connects with a younger, outdoor-loving audience. This demographic closely follows his activities, from his clothes to the products he endorses. His social media presence and his role model status have positioned him as a magnet for brands looking to reach that youthful, engaged audience.

Selective Partnerships

One key to Odermatt’s growing influence in advertising is his selective approach to partnerships. His manager, Michael Schiendorfer, explains that the ski star receives new collaboration requests almost weekly. However, Odermatt is picky about the companies he works with. Schiendorfer emphasizes that the companies’ values must align with Odermatt’s personal preferences, and he genuinely has to like the products and services. This careful selection process enhances his image as an authentic ambassador for the brands he represents.

Loyalty to Small Sponsors

What sets Odermatt apart from many top athletes is his loyalty to smaller sponsors. Instead of focusing solely on high-end luxury brands, Odermatt maintains partnerships with local companies like Intercheese and Titlis. According to Schiendorfer, many of these partnerships have lasted for years, including one with Peter Häfeli from Intercheese, one of Odermatt’s earliest sponsors.

This loyalty to smaller, lesser-known companies enhances Odermatt’s reputation for being grounded, further boosting his appeal. Marketing expert Murbach notes Odermatt’s preference for small sponsors adds to his credibility. He advertises products he truly believes in, which strengthens the trust between him and his fans.

The Federer Comparison

While Odermatt is rising quickly in advertising, Federer’s global stature remains unmatched. As Murbach explains, Federer has had a longer time to build his brand and connect with audiences worldwide. However, Odermatt’s authenticity and connection to a young, active demographic make him a formidable force in the Swiss market.

The Future of Swiss Advertising

Marco Odermatt may not have surpassed Roger Federer in the global advertising world, but his trajectory suggests he could one day become Switzerland’s top advertising figure. His genuine personality, selective partnerships, and loyalty to smaller brands make him a unique presence in the industry. Whether he ultimately overtakes Federer remains to be seen, but Odermatt’s influence grows.

All information in this article is sourced from Blick.ch.