In March 2006, AFG purchased the right to name the new football stadium in St.Gallen and gave it the name of AFG ARENA. This action on the part of AFG had a pioneering aspect to it because it marked the first time that a naming right of this significance and dimension had been issued in Switerland. This allows AFG to continue to highlight its strong involvement in sports and culture, and the naming right guarantees increased media exposure. However, it also underscores AFG’s confidence in the economic vitality of Eastern Switzerland. Moreover, the purchase of the naming right reflects the long-term concept of sponsoring, according to which the impact of advertising is greater when it is maintained over a long period of time and through an extensive network. The terms of the agreement are geared for the long term and it includes a marketing partnership with the operator of the St. Gallen stadium. The naming right also entitles AFG to specify the names given to the various spectator sections in the stadium. The main section is called Piatti and the section opposite it is called EgoKiefer. The east section, including the seating reserved for guest spectators, is called Arbonia and the west section is called Forster.

AFG Supports the Swiss Sailing Association

AFG has backed the sport of sailing in Switzerland since the spring of 2007 when it became the new main sponsor of the Swiss Sailing Association. With an eye to the 2012 Olympic Games, AFG reached a multiple-year agreement with the Swiss Sailing Association’s fundraising unit, the Swiss Sailing Pool (SSP). The aim is to support young competitive sailors so as to give Swiss crews a realistic chance of winning one or more olympic medals in 2012. In this connection, AFG will again actively support the 2008 St. Moritz Match Race, a top-notch event that will take place in Upper Engadine from the 31st of August to the 5th of September 2010.

More Information: www.stmoritz-matchrace.ch

Sponsoring by AFG

AFG provides funding for various projects relating to sports, education, youth support and community services. For instance, the new football stadium in St. Gallen was named the “AFG Arena St. Gallen” after AFG purchased the corresponding naming right. AFG also helps to fund the Swiss National Sailing Association (Swiss Sailing) and the St. Moritz Match Race. These sponsoring activities, and their associated exclusive marketing rights in a few selected sports venues, have enabled AFG to become generally more visible and to gain extensive media exposure. Moreover, AFG promotes amateur and youth sports as well as competitive sports. AFG is very active in the funding of educational initiatives, working in various projects together with St. Gallen University and providing funding for the school textbook “Law, Government and Economy” that is used in various highschools and vocational schools and that is made available to students free of charge. Beyond this, AFG plays a major role in supporting the continued operation of the Swiss Lake Constance Fleet (SBS) and the Pizol mountain railway.

In light of this extensive involvement, it is very important for AFG to make sure that the resources available to it for sponsoring activities are allocated in a carefully focused manner. This is the reason why AFG is not now in a position to consider new sponsoring requests.