Open Air St.Gallen with new principal sponsor Aldi Suisse 2

Open Air St.Gallen with new principal sponsor Aldi Suisse


Migros is out, Aldi takes over the outdoor venue St.Gallen. This is a small risk for the organizers.

Andri Rostetter

Andri Rostetter, Head of Department for the East.

Andri Rostetter, Head of Department for the East.

Cultural organizers don't like to look at cards when it comes to money. Which sponsors pay how much for the event usually stays in the dark. Divorce details in Sittertobel are unlikely to be released. That feeds the guesswork. Did Open Air Want More Money From Migros? Does Aldi pay more for the presence between stage and track? One thing is for sure: everyone is under financial pressure – both the festival and the main distributors. Cultural engagement is not a goodwill action, but a sober calculation: What does performance cost? What does he bring? Obviously, this account did not work for Migros. For Aldi, however, already – at least for now.

For Open Air St.Gallen, the outcome is bad news. If the sponsor leaves after 18 years, then a well-established partnership breaks down. The fact that a financially strong sponsor immediately steps in is grateful for the festival and the region, which benefits from this great event. Yet, such a change remains a risk: the sponsor image is always feared at a sponsored event. In terms of outside influence, Migros was lucky for Sittertobel. Wholesale is part of Swiss cultural heritage, and hardly is the company as anchored in the nation as the orange giant. Aldi can't say that about himself, on the contrary. When entering the Swiss market 14 years ago, the German record player first suspected, Aldi remained a foreign body for a long time between local top dogs. Since then, the company has done much to enhance its reputation. And with success. Discounters are dropping off in Switzerland, according to's market research study.

The German company also benefits from a change in generation. Younger customers can hardly remember the time without German discounts. The blue A logo is almost as familiar to you as the Migros logo. It also plays into the hands of festival creators. The new generation of the public is much less identified with the already established major distributors. It doesn't matter who distributes the free sunscreen before the stage, as long as the cold factor is real. The picture goes without tradition. That's good news for open air.