Why UBS chose Formula One to resuscitate its reputation

A report discussing UBS' sponsorship initiatives. The Swiss investment bank has participated in a variety of arts sponsorships in the U.S., including deals with the Boston Symphony Orchestra and Art Basel/Miami Beach.

Why UBS chose Formula One to resuscitate its reputation

Geoffrey Precourt Warc

UBS is a Swiss global financial-services company that operates in more than 40 countries and employs 64,000 staff around the world. That raises some interesting issues when it comes to a sponsorship strategies.

"With global activation, you can't apply one type of activation, or one type of partnership that works for all business units," said Philipp Wildhaber, the company's Head of Sponsorship/Americas. "A wealth-management group is a business-to-consumer operation; the investment bank is the business-to-business equivalent. And because we're an integrated firm—because all our divisions operate under...

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