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GPS Performance SA, Chemin de Beau-Rivage 7, Lausanne (2026)

04/09/2026

Getting your logo on a helmet and hoping TV cameras do the rest is not a strategy. It's a passive bet.

Broadcast still matters, and federations, events, and athletes are making real efforts to extend their reach online. But screen time during a race is not enough to build a brand relationship. It never really was.

The brands that win in ski racing today are the ones that show up beyond race day. They activate in the off-season. They build content around training, preparation, and the human side of the athlete. They create touchpoints throughout the year, not just during the two minutes of a run. That's when the association becomes real. That's when the audience stops seeing a logo and starts connecting it to a person, a story, a value.

A logo on a kit is an asset. But without activation, it's a sleeping asset. The visibility creates the awareness. The activation creates the meaning.

360 communication is not a bonus on top of a sponsorship deal. It's what makes the deal actually work. Brands that plan a complete strategy from the start, race visibility, content, events, social, athlete-led campaigns, get exponentially more value out of the same investment.

The race is the stage. What you do around it is the real sponsorship.

25/08/2026

We're thrilled to welcome Alice Pazzaglia to the GPS Performance team!

From her first turns on the slopes of Abetone, Alice was already the "bimba delle meraviglie," the wonder girl. A Tuscan technical specialist racing for the Centro Sportivo Esercito, she has risen through the ranks with patience, precision, and grit, from her early days on home snow to her World Cup debut in February 2025.

Her 2026 season told the whole story. One year after closing the Europa Cup in 76th, she fought back from the back problems that had slowed her and won the overall Europa Cup title along with the slalom classification, the first Italian to do it since 2012. In February 2026, her home region of Tuscany honored her with the "Ali del Pegaso" award. Now she opens a new chapter with GPS Performance, and we're proud to stand behind her at every gate.

The best is yet to come. Let's shape the future, together.

24/08/2026

Brands expect a lot from athlete partnerships. But how many actually take the time to onboard properly?

The standard playbook goes like this: sign the contract, send the kit, wait for the content. The brand gets logo placement and a few social posts. The athlete delivers what's contractually required. Both sides go through the motions. Nobody builds anything meaningful.

The problem starts at the beginning. Most brands skip the onboarding entirely.
An athlete who doesn't understand a brand's values, philosophy, and way of doing things can't genuinely represent it. They can wear the logo. They can post the photo. But the authenticity that makes sport partnerships actually powerful comes from a real connection. And real connections require investment from both sides.

Onboarding an athlete properly means taking the time to share who you are as a brand. What you stand for, what you're building, why you chose this athlete specifically. It means bringing them into the story, not just handing them a brief. It means treating them as a partner, not a media surface.

When an athlete feels genuinely connected to a brand, everything changes. The content they produce is different. The way they talk about the partnership is different. The energy they bring to activations is different. Audiences feel that, and they respond to it.

The most successful partnerships in sport don't look like sponsorships. They look like shared values between two entities that actually chose each other.
That doesn't happen by accident. It happens because someone took the time at the start to build it right.

Have you ever seen a brand truly nail the athlete onboarding process?

14/08/2026

Do elite athletes really need personal branding?
Yes. And here's why it's not optional.

Results get you noticed. Personal branding determines what happens next.

Without it, an athlete's relevance is entirely tied to performance. When the results slow down, through injury, age, or a bad season, the visibility disappears. And at the end of a career, without a brand built around the person rather than the athlete, the transition is brutal. You don't just retire from sport. You disappear from the conversation entirely.

Personal branding is what prevents that. But it's also what unlocks the right partnerships during a career, collaborations that actually align with who the athlete is, not just who will write the biggest check.

Public image starts before social media. Every media interview, every press conference, every camera moment is an opportunity to shape perception. Most athletes treat it as an obligation. The smart ones treat it as a tool. Get coached on public speaking. Work your answers. Build a consistent narrative about who you are and what you stand for. The media will reflect back whatever image you give them. Make sure it's intentional.

Social media is where the brand lives day to day. And the best framework for understanding it isn't sports. It's music. Artists don't share their lives. They share their project. They decide what to show, what to keep private, and how every piece of content fits the image they're building. Athletes can operate exactly the same way. Authenticity is non-negotiable. Audiences detect performance instantly. But authenticity doesn't mean sharing everything. It means choosing what you show, and making sure it's real.

The athletes who build something beyond their results create leverage for sponsorships, for media, for life after competition.

The ones who don't are only ever one bad season away from irrelevance.

Do you think personal branding is still underestimated in elite sport?

03/08/2026

Federation, event, or athlete. Three ways to enter ski racing. Three completely different partnerships. Each one buys something fundamentally different.

Federation:
Your logo is associated with the national team. It appears on the kit, on team equipment, across all official communication. The exposure is long, sometimes very long. You're not tied to one result or one calendar moment. You're present across the entire season, across every race, every training camp, every media appearance. But the association is institutional. You're linked to a collective, not a personality.

Event:
Your logo lives on the race itself. Physical presence on course, branding throughout the venue, hospitality opportunities to activate directly with your target audience on site. The energy is high and the visibility is concentrated. The downside is simple: it's one moment in the year. When the race is over, the activation window closes. High impact, short duration.

Athlete:
Your logo is attached to a person. That changes everything. An athlete can speak for your brand, create content, tell stories, show up in ways a federation or an event never can. The activation possibilities are the widest of the three: social, events, campaigns, behind-the-scenes, community building. The athlete acts as a genuine ambassador. The risk is higher, but so is the potential for real brand connection.

Three different entry points. Three different relationships with your audience. The right choice depends on what your brand actually needs: reach, moment, or story.

Which one do you think is most underused in ski racing today?

01/08/2026

Happy Swiss National Day !

Precision, ambition, and a drive for excellence. The values this country is known for are the same ones we bring to every athlete, brand, and event we work with.

Today we celebrate the Swiss spirit behind the collaborations we build.

Bonne fête nationale à toutes et à tous.

21/07/2026

One athlete, a team in one sport, or a multi-sport roster. Three sponsorship strategies. Three completely different games.

The entry point is always the same: a brand wants to associate with athletic performance. But the structure of that investment changes everything.

Sponsoring one specific athlete: This is a values-driven decision. The brand isn't buying reach. It's buying alignment. One face, one story, one person who embodies what the company stands for. The emotional connection is the strongest of the three. The risk is also the highest. One injury, one bad season, one image issue, and the entire investment is exposed. But when it works, it works deeply.

A team of athletes in the same sport: The risk is spread, but the logic goes beyond that. Multiple athletes in alpine skiing means presence across different race disciplines, different nationalities, different fan bases, all within the same sport ecosystem. The content volume multiplies. The chances of being associated with a podium moment increase significantly. And the brand narrative stays coherent: one sport, one world, multiple entry points into it.

A multi-sport roster: This is the most strategic play. Different sports means different seasons, different audiences, and continuous visibility throughout the entire year. No dead periods. No dependency on a single competitive calendar. The brand is always active somewhere: winter with ski racing, summer with another discipline, spring with another. The storytelling possibilities are the widest, the audience reach the broadest. The complexity of managing it is real, but for brands thinking long-term, it's the most scalable structure.

The risk question matters. But it's not the only question. The deeper question is what kind of brand platform you're trying to build: a connection, a presence, or an ecosystem.

06/07/2026

Activation is the heart of any sponsorship. So why do so many brands plan it last?

The contract is signed, the logo is placed, the season is starting, and the brand is still figuring out what they actually want to do with the partnership. It happens constantly. And it's where most of the value gets left on the table.

Activation isn't something you bolt onto a sponsorship after the deal is done. It's the deal. The logo placement is the starting point. What you build around it is what determines whether the investment actually works. How do you tell the story? What content gets created? Which moments do you leverage, and how? These questions need answers before the season starts. Not during it.

There's a practical reason for this that most brands underestimate. Athletes have extremely limited availability. During the competitive season, the calendar is brutal. Travel, training, competition, recovery, there is no room for last-minute shoots, spontaneous campaign ideas, or brand activations that weren't planned months in advance. The brands that show up with a clear plan get the athlete's best time and energy. The ones that improvise get whatever is left.

Planning ahead also forces a more important discipline: making sure the activation is rooted in the overall brand strategy. Not just "what can we do with this athlete" but "what are we trying to build, and how does this partnership serve that." When activation is treated as an afterthought, it shows. When it's treated as a strategic pillar from day one, everything, the content, the timing, the storytelling, connects.

The brands that win in sport sponsorship don't react to the season. They design it.

What's the earliest you've seen a brand start planning their activation calendar around a partnership?

25/06/2026

Product co-creation with athletes. One of the most underused activations in sport sponsorship.

Brand collaborations have exploded over the last few years. Brands teaming up with other brands, limited editions, crossover drops, the model is everywhere. But athlete co-creation? Still largely untapped. And the opportunity is significant.

Part of the reason is a perception problem. Brands often assume the equation doesn't balance. They have the distribution, the revenue, the market reach. What does an athlete actually bring to a product beyond their name on the label?

The answer is credibility, and that's worth more than most brands realize.
There's a fundamental difference between a signature product and a co-created one. A signature product puts an athlete's name on something that already exists. A co-creation integrates the athlete into the development process itself. That changes the product, and it changes the story around it.

Imagine a jacket brand bringing an athlete into the R&D process, testing materials in real conditions, giving feedback on fit and function during training and competition, influencing actual design decisions. The product that comes out of that process is genuinely different. And the communication around it is genuinely different too. The athlete isn't endorsing the product. They helped build it. That's a story audiences can feel, and it's one that competitors can't replicate.

The performance world has an authenticity problem. Too many products are "tested by athletes" in the loosest possible sense. Co-creation is the antidote. It turns a partnership into a proof of concept.

Brands that figure this out early won't just sell more product. They'll build something that actually means something.

Have you seen a brand and athlete co-creation that genuinely changed how you perceived the product?

24/06/2026

This week, all eyes turn to Jiva Hill.

From 26–28 June 2026, Jiva Hill Stables welcomes a new edition of its international dressage competition, now established at the CDI 4* level, one of the standout fixtures on the European equestrian calendar.

Three days of world-class sport, where the very best riders and horses meet at the highest level of the discipline. Technical excellence, precision, elegance. Dressage in its purest form.

This new chapter builds on a legacy of international competition since 2017, and follows the hosting of the FEI European Dressage Championships in 2025, confirming Jiva Hill as a premier destination for elite equestrian events.

But it's about more than the arena. The CDI 4* offers a refined, immersive experience where sport, lifestyle and hospitality come together in a setting that's as discreet as it is exclusive. A rare platform for high-level encounters, both on and off the field.

The countdown is on.

📍 Jiva Hill Stables
📅 26–28 June 2026

GPS Performance SA

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