PROFESSIONAL CAREER
Roles. Projects. Positions.
1982-1987 ⎢University of Fribourg, Switzerland
Business Administration (lic.rer.pol.)
1987–1989⎢University of Fribourg, Switzerland, Research Assistant
Project Lead, Institute for Association & Cooperative Management
1989⎢Pro Sport & Leisure AG, Zürich
Sponsorship Project Manager
1989–1997⎢Swiss Bank Corporation (SBC), Zürich, Head of Sponsorship
Team Lead
Sponsorship, Events & Ticketing
Various internal mandates in Marketing & Communications
1997–2009⎢UBS AG, Zürich
Head of Global Sponsorship & Events, Managing Director
Led global sponsorship and event organization (Zurich, London, New York, Hong Kong)
Core areas: Sponsorship, Events, Hospitality, Ticketing
Board & advisory mandates:
• Board Member, Ticketcorner AG
• Board Member, Swiss Access Group AG
• Foundation Board, Verbier Festival Orchestra
• Speaker and trainer (internal & external)
2009–2011⎢Farner Consulting AG, Zürich
Head of Sponsoring & Events
Member of the Executive Board
Built and developed the Sponsorship & Events practice
Since 2011⎢Marti Management & Consulting AG, Founder & Managing Director
Advising companies, rights holders, and athletes
Focus: Sponsorship, Events, and Live Marketing
2021–2022: Operating under the brand Marti-Spahni Management & Consulting AG
EXPERTISE
30 Years. 360° Perspective.
Seniority isn’t about age — it’s about experience. And the ability to see challenges from multiple angles and turn them into value.
With over 30 years of experience, I understand the full spectrum of modern marketing and sponsorship—digital and analog, strategic and operational. I bring deep expertise from concept to execution, always considering both sides: sponsor and rights holder.
Success lies in creative thinking and consistent delivery—in turning strategy into action. I combine a 360° perspective with international and local experience, aligning ideas with structures, processes, and available resources. The stage is yours. Together, we make the most of it.
ABOUT
Passion. Curiosity. Commitment.
For over 30 years, I’ve been driven by one goal: connecting business with sport, culture, and society through impactful marketing and sponsorship.
In the Middle of it
Marketing—and sponsorship in particular—has shaped my career from the very beginning. During 20 years at UBS, most recently as Global Head of Sponsorship & Events, I helped drive the evolution of sponsorship from intuition-driven decisions to strategy-led, results-focused engagement.
Today, activation, efficiency, and impact measurement are at the core of successful sponsorship.
Ahead of the Curve
Sponsorship works best when rational strategy meets emotional execution.
I continuously engage with key industry topics—from purpose-driven sponsorship and CSR integration to commercial effectiveness and monetization—ensuring my clients stay relevant and competitive.
Personal Guidance
Working with ambassadors, athletes, and influencers is now standard—but doing it right is not.
For over a decade, I’ve supported elite athletes through changing landscapes shaped by digital marketing and social media—bringing this experience into both individual and organizational consulting.
Adapting to Change
Markets evolve. Audiences shift. Expectations grow.
Sponsorship today is no longer about what you sponsor—but how you activate it. I combine long-standing experience with current insights to help you adapt, stay relevant, and maximize impact.
GUIDING PRINCIPLE
Stand Out from the Crowd
Modern marketing demands creative, authentic, and bold thinking.
To stand out, you must challenge convention, focus your message, and inspire your audience.
The foundation:
Quality over quantity. Focus over dispersion. Attention to detail. Passion. A drive for excellence.
SMART ENGAGEMENT
Cut Through the Noise
Traditional branding still has its place—but it’s no longer enough.
In a world saturated with content, success depends on smart, targeted activation. You need to capture attention quickly and connect with audiences through authentic, relevant messaging.
Content—on your own channels or others’—is more important than ever.
But only creative, inspiring, and high-quality content earns those crucial few seconds of attention.