The importance of sponsorships and events within the LLB Group is steadily growing. The instrument enjoys a high level of acceptance among all the stakeholders and conveys credibility and affinity. The LLB Group always remains politically neutral in this regard and does not make financial or any other types of contributions to politicians or parties. With our sponsoring policy, we want to gain our stakeholders as brand ambassadors. Our involvement must suit, complement or strengthen the character of our brands and our values. We focus, therefore, on only a few effective long-term sponsorships that have a clear connection to the respective market region. In 2016, the LLB Group clearly reformulated its sponsoring strategy and defined the following principles:
- We want our four values (respectfulness, integrity, excellence and pioneering) to be experienced on an emotional and professional level through our activities.
- We strengthen and enable platforms and partnerships which fit us best.
- We coordinate partnerships and our own events Group-wide using a new management tool.
- We explain what the LLB Group stands for simply, using topic pyramids.
The focus of our sponsoring commitments is on sports, culture and competence. In all these areas, we support various projects and organisations such as, for example, Stein-Egerta, which provides adult education, the Vaduz Film Festival and sporting events like the Städtlelauf (the Vaduz Town Run). Our long-term commitments include FC Vaduz, which we have been supporting as the main sponsor for fourteen years now. As such, this not only provides important impulses for top-level sport in Liechtenstein, but also does valuable work for grassroots and junior sport too. Bank Linth supports, among others, the Flumserberg mountain lifts, the Walensee Musical, Knie’s Kinderzoo in Rapperswil, the Pfadi Winterthur (handball club) and the Win4 Ballsportarena in Winterthur.
To emphasise our strong links to the local economy, we launched the SME Award in 2018, which was presented at the LIHGA, Liechtenstein’s regional trade fair. The “SME of the Year” received CHF 15'000 in prize money and the “Newcomer of the Year” benefited from coaching tailored to its needs. We managed to win over well-known regional personalities from the world of economics and politics for the jury. The SME Award has been created in conjunction with the Liechtenstein Chamber of Commerce and will be presented every two years at the LIHGA.
LLB also organises events itself: In 2018, we invited bands and artists from the Rhine Valley region into the inner courtyard of LLB in Vaduz for the open-air “Summer in the Courtyard” series of concerts, which is already in its 22nd year. What began in 1997 with a concert by the Big Band Liechtenstein has developed into a distinctive feature of the musical summer programme in Liechtenstein, and is a ‘thank you’ to the people.
By foregrounding project sponsorship as support, the LLB Group underscores the principle that each project retains its content and organisational independence. In 2018, Liechtensteinische Landesbank invested CHF 545'000 (2017: CHF 575'000) in projects in Liechtenstein, and Bank Linth invested CHF 398'000 (2017: CHF 398'000) in projects in Switzerland. This is quite apart from our Group’s long tradition of making donations. In this way, LLB has supported non-profit and social organisations for more than thirty years; since 2011 it has done this through the “Zukunftsstiftung der Liechtensteinischen Landesbank AG” (the Future Foundation of Liechtensteinische Landesbank AG).