Internal Report
Swiss Interest in horses   

1. General Feedback on Swiss interest in horses
The Swiss have a century-old interest in horses, so there is an equestrian tradition in this country. The horse was the traditional working animal for agriculture (much more than oxen, for example), and still enjoys a very popular role as a pet and a friend, but also to some degree as a domestic animal. The love of horses has a good popular image.

1.1. There is a variety of distinctive Swiss breeds of different types, varying from the good-natured "Freiberger" to the full-blooded Arab horse.

1.2. Switzerland also boasts a number of quite famous stable owners (whose animals mostly live abroad, however). This is not known to the general public, so it does not influence reporting in the popular press.

2. Most common equestrian competitions in Switzerland
- Dressage riding (some Olympic medals)
- Stadium jumping (some Olympic medals)
- Three-day eventing (here called "Military")
- Flat races
Other competitions, e.g. polo, long endurance races, carriage driving and skijoring have but a small group of followers.

3. Most important equestrian events in Switzerland
3.1. CSI at Zurich, Europe's most prestigious stadium jumping competition
3.2. White Turf at St. Moritz: This is unique worldwide; it is a highly prestigious race for celebrities on a frozen lake

3.3. There are 13 racecourses in Switzerland, the ones at Dielsdorf, Frauenfeld and Avenches being the most important. There around half of the 20 Swiss racing days are held.

3.3.1. The Avenches site, situated in the French-speaking part of Switzerland, is very modern and hosts some important international horseracing events. Avenches has become important for various types of competition during the last two to three years.

4. Media coverage of equestrian events
4.1. Swiss newspapers report regularly on horseracing, albeit on a limited scale. At local level where the actual event takes place (e.g. at Zurich, Frauenfeld, St. Moritz and Avenches) immediate media interest is proportionally higher.

4.2. Newspapers situated in the French-speaking region of Switzerland carry considerably more reports on horseracing. This is because the biggest race-track (Avenches) is situated there and because betting is more popular among this population.

4.3. The three main language regions of Switzerland differ markedly in their political, economical and cultural character. This is also mirrored in the interest in equestrian sports, as well as in the different operation of the national airports of Zurich (Kloten) and Geneva (Cointrin), for example.

5. Attitude to betting
5.1. In the French-speaking part of Switzerland there are some 100 independent betting offices. In the German speaking part there are none at all. There, betting is only allowed at the time and at the venue of a race.

5.2. Swiss people (i.e. the French-speaking part exclusively) spend some CHF 100,000 million on bets on big horse races in France.

I have been informed that there will soon be betting offices in German-speaking Switzerland which will be open all year round.

6. General feedback on the interest in XX sponsoring, and how to exploit XX sponsorships
As far as I am informed XX was to some extent present as a sponsor at the racetracks of Dielsdorf, Frauenfeld and St. Moritz.

6.1. Media response towards sponsoring in this country can be described as conservative or politically and economically independent. It is true that sponsoring is reported on very reluctantly indeed. Despite this it is quite feasible to link XX with horseracing if the airline is represented on a personal level so that a story may be construed around it. Journalists and editors will then surely pick up both the story and its accompanying pictures.

6.1.2. Editors and/or journalists should be invited to the XX races wherever they take place, or, as an alternative, representative of the sponsor may turn up at Swiss races as VIPs.

7. Swiss media reporting on horseracing
7.1. Some 15 journalists are reporting more or less frequently on horseracing for the bigger regional news media (cf. 4.1. and 4.2.).

7.2. Television is present where celebrities are present (e.g. White Turf at St. Moritz). Consequently horses are of minor importance at these venues.

7.3. Private radio stations and sometimes the national state radio report on regional events (cf. 4.1.) and feature interviews with Swiss horse-riders and jockeys or well-known owners of horses which are successful at international or national competitions.

7.4. Dedicated press
Important publications copies sold
- Pferdewoche (weekly) 30,000
- Swissturf (weekly, new) 7000
- PferdeSpiegel (monthly) 18,500
- Cavalier Romand 11,000
- Pegasus Pferdemagazin (monthly) 20,000
Others
- Freizeitpferd
- Kavallo
- PNW aktuell
- Pferd aktuell
- ZKV-Mitteilungen

Example of an internal report translated for a major international air carrier.

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