UBS has supported Swiss athletics since 1981, initially through major events like Weltklasse Zürich and Athletissima, before expanding its engagement in 2011 with the launch of the UBS Kids Cup. The youth-focused initiative targets children aged seven to fifteen, providing competitive opportunities in schools, clubs, and regional finals culminating in a national event at Zurich’s Letzigrund stadium.
Over the past 14 years, the program has recorded nearly two million participations, with roughly 140,000 children competing annually. While most participants do not pursue athletics beyond the experience, the initiative has played a measurable role in developing elite talent. Swiss Athletics athletes who competed in the UBS Kids Cup have since secured 143 international medals, including 61 at the elite level and 82 in youth categories.
The program’s impact is further reflected in Switzerland’s medal tally at Outdoor European Championships. Between 2016 and 2026, Swiss athletes won 31 medals at the event, a significant increase compared to the 24 medals achieved over the preceding 80 years (1934–2014). Analysts attribute this rise to expanded competition opportunities, including the introduction of youth championships like the U18 European Championships in 2016.
The long-term nature of talent development underscores the rationale behind UBS’s sustained sponsorship. The typical trajectory from a child’s first race at a regional final to an international medal spans a decade or more, extending beyond conventional marketing or sponsorship cycles. This commitment requires upfront investment without immediate returns, a strategy that has yielded measurable success in Switzerland’s athletics landscape.
