Chur, April 7, 2026. The Special Olympics World Games have secured SPORTAGON GmbH as a dedicated official merchandising partner from the Swiss sports industry. The partnership goes beyond traditional sponsorship: it combines business expertise in the sports retail sector with a clear social commitment to inclusion and sustainable impact.
When approximately 2,500 athletes from around 100 nations compete in Switzerland from March 10 to 17, 2029, the attention of the international sports world will be focused on Arosa, Chur, and Lenzerheide. A total of ten sports are scheduled for competition—including Curling and sport climbing as demonstration sports. The opening ceremony will take place at Letzigrund Stadium in Zurich. In the run-up to the event, the delegations will spend four days traveling through Switzerland, visiting cities and towns in all regions of the country as part of the “Host Town Program.” As the official
merchandising partner, SPORTAGON plays a central role in the area of official event and fan merchandise. The company is responsible for the design, production, and distribution of selected merchandising products, thereby creating a visible brand presence for the Games in public spaces as well as in the digital sphere. At the same time, professional merchandising enables additional value creation around the event and supports the sustainable financing of the Games.
SPORTAGON is participating with its platform SAU.CH – SPORTS AND UNDERWEAR and brings its extensive expertise in the retail of sports equipment, sports accessories, sports apparel, and textiles to the table. This not only ensures high-quality event apparel but also strengthens the emotional connection between athletes, fans, and the Special Olympics movement.
Alexander Matt, Managing Director of SPORTAGON GmbH, emphasizes: “As the Official Merchandising Partner, we help make the 2029 World Winter Games visible and tangible. Merchandising is far more than just a product—it conveys values, identification, and a sense of belonging. It is important to us that these products credibly convey the message of inclusion to the outside world.”
From the organizers’ perspective as well, the collaboration strengthens the strategic direction of the event. Jürgen Krucker, Head of Marketing & Deputy Secretary General of the 2029 World Games, explains:
“With SPORTAGON, we are gaining a strong merchandising partner that will professionally develop our brand and sustainably increase its visibility. High-quality and strategically structured merchandising is a central component of brand management for major international sporting events.”
Media contacts for inquiries:
World Games Switzerland 2029
Sarina Künzli, Head of Communications, sarina.kuenzli@switzerland2029.org, +41 78 818 31 16
SPORTAGON GmbH
Alexander Matt, am@sportagon.ch; +41 44 315 15 65
Switzerland 2029
In 2029, Switzerland will host the global Special Olympics movement: The Special Olympics World Winter Games will take place in Switzerland from March 10 to 17, 2029. Some 3,700 delegation members, including 2,500 athletes and 900 coaches from more than 100 countries, are expected to attend.
The Games are the second-largest winter sports event in the world after the Winter Olympics and represent far more than just athletic competitions. They send a strong message in support of the implementation of the UN Convention on the Rights of Persons with Disabilities and for an inclusive society with equal access to sports, education, health, and all aspects of life.
The opening ceremony will take place on March 10, 2029, at Letzigrund Stadium. The sporting competitions will be held in the canton of Graubünden: Alpine Skiing and Snowboarding in Arosa; Figure Skating, Short Track, and Floorball in Chur; Cross Country Skiing, Snowshoeing, and Dance in Lenzerheide. The sporting events will be complemented by the nationwide “Host Town Program,” which actively involves all regions. During the event days, approximately 13,000 people—athletes, coaches, family members, international guests, volunteers, and media representatives—will be on the move each day.
SPORTAGON, Inc.
“AGON” is Greek and means “fair, friendly, athletic, and intellectual competition.”
SPORTAGON GmbH is an owner-managed company based in Tagelswangen, Zurich. It thrives on a young, highly motivated, and dynamic team and a top-notch infrastructure that includes a large warehouse and a showroom. Thanks to its extensive and long-standing experience in the Swiss retail sector, SPORTAGON is able to serve a wide variety of business sectors for its customers. However, SPORTAGON’s true passion lies in strategic brand development and tailored solutions for carefully selected clients in Switzerland.