When it comes to the positioning and visibility of the LLB Group, the area of sponsoring and events plays an important role. The aim of our sponsoring strategy is to gain stakeholders as brand ambassadors. We observe thereby the following principles:
- We want our four values (integrity, respectfulness, 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 the thematic areas of sports, culture and competence. In all these areas, we support various projects and organisations. Among other things, we will be continuing our long-standing partnership with FC Vaduz in the future, but from June 2020 we will be focusing more on the junior players than the first team. There will also be a new partnership with the Liechtenstein Olympic Committee (LOC). From 2020, we will be the main partner of the “Nacht des Sports” (Night of Sports), which will host the “LLB Sport Awards” in future. In addition to this, we will be a presenting partner at the “Olympic Day”, a large-scale sporting event held annually for all fourth- and fifth-grade school classes in the Principality. To emphasise our strong links to the local economy, we will be presenting the “LLB SME Award” in cooperation with the Liechtenstein Chamber of Commerce again in 2020. Received very well when it was launched in 2018, the award honours small and medium-sized enterprises. It will be presented every two years at the LIHGA, Liechtenstein’s regional trade fair. On top of this, every year in June on the Business Day for Women we present the “LLB Business Day Award” in honour of successful women founders.
Bank Linth also supports a range of organisations, with a similar focus on the three thematic areas of sports, culture and competence. Among other things, it supports the Walensee stage in Walenstadt and Knie’s Kinderzoo in Rapperswil, and is a financial partner of the WIN4 Campus in Winterthur.
LLB Österreich makes donations to numerous organisations engaged in the areas of culture and community service. It is also a member of various friends or supporters associations, including those of the Burgtheater, the Leopold Museum and the Albertina.
Expenses for sponsoring and donations
The charitable nature of sponsoring undertaken by the LLB Group is placed to the fore. The projects and institutions supported are independent in terms of content and organisation. In 2019, Liechtensteinische Landesbank invested CHF 391'350 (2018: CHF 545'000) in projects in Liechtenstein, and Bank Linth invested CHF 349'760 (2018: CHF 398'000) in projects in Switzerland. LLB Österreich spent around EUR 150'000 on donations and membership fees in Austria.