Cesar Lüthi

Last updated

Cesar Lüthi
Cesar Luthi photo.jpeg
Born(1930-09-06)6 September 1930
Wohlen, Aargau, Switzerland
Died18 July 2002(2002-07-18) (aged 71)
Ermatingen, Switzerland
Known for Sports marketing businessman
Awards IIHF Hall of Fame
Olympic Order

Cesar W. Lüthi (6 September 1930 – 18 July 2002) was a Swiss international sports marketing businessman. He was the founder of CWL Telesport and Marketing, and was involved with advertising for the International Ice Hockey Federation, the German Football Association, and the Olympic Games. He was inducted into the IIHF Hall of Fame in 1998, and received the Olympic Order.

The Swiss are the citizens of Switzerland or people of Swiss ancestry.

Sports marketing is a subdivision of marketing which focuses both on the promotion of sports events and teams as well as the promotion of other products and services through sporting events and sports teams. It is a service in which the element promoted can be a physical product or a brand name. The goal is to provide the client with strategies to promote sports or to promote some other product, service, business or cause through sports. Sports marketing is also designed to meet the needs and wants of the consumers through exchange processes. These strategies follow the traditional four "P"'s of general marketing Product, Price, Promotion and Place; another four "P"’s are added to sports marketing, relating to the fact sports are considered to be a service. The additional 4 P’s are: Planning, Packaging, Positioning and Perception. The addition of the four extra elements is called the "sports marketing mix."

Infront Sports & Media is a sports marketing company based in Zug, Switzerland. The company handles the media and marketing rights for international sports events and federations and also provides sports services - such as advertising, sponsorship and hospitality. It represents all seven Olympic winter sport federations, several summer sport organizations and manages media rights for the FIS World Cup Events. Infront was created in late 2002 through the integration of CWL, Prisma and KirchSportAG. It has 35 offices, which belong to different subsidiaries for geographic regions.


Lüthi was born on 6 September 1930, in Wohlen, Aargau, Switzerland. [1] [2] He began in the sports marketing business during the 1966 World Rowing Championships. [1] [3] He was a pioneer in advertising with the use of revolving billboards. [1] [4] He later became a managing director at Gloria, then formed his own company in 1972 in Kreuzlingen, known as Cesar W. Lüthi Marketing and Sales Promotion (CWL Marketing and Sales Promotion). [1] [2] [4]

Wohlen, Aargau Place in Aargau, Switzerland

Wohlen is a municipality in the district of Bremgarten in the canton of Aargau in Switzerland.

1966 World Rowing Championships rowing regatta

The 1966 World Rowing Championships was the second time that world championships in rowing were held. The regatta was held from 8 to 11 September at Lake Bled in Bled, Slovenia, Yugoslavia. There were 613 rowers from 32 countries who competed in 141 in the seven Olympic boat classes. Marketing and advertising for the event were handled by Cesar Lüthi.

Advertising form of communication for marketing, typically paid for

Advertising is a marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea. Sponsors of advertising are typically businesses wishing to promote their products or services. Advertising is differentiated from public relations in that an advertiser pays for and has control over the message. It differs from personal selling in that the message is non-personal, i.e., not directed to a particular individual. Advertising is communicated through various mass media, including traditional media such as newspapers, magazines, television, radio, outdoor advertising or direct mail; and new media such as search results, blogs, social media, websites or text messages. The actual presentation of the message in a medium is referred to as an advertisement, or "ad" or advert for short.

His first contract with the Olympic Games was in 1972 at the Olympiahalle in Munich. [4] His company was later renamed CWL Telesport and Marketing, and began a partnership with the International Ice Hockey Federation (IIHF) in 1978 to oversee its media, sponsorship, advertising, and merchandising for IIHF tournaments. [2] In 1980, he purchased the advertising rights for the German Football Association, and hired German footballer Günter Netzer four years later. [4] Lüthi's original IIHF contract was later extended to television rights in 1981 after the Ice Hockey World Championships. [1]

Olympic Games major international sport event

The modern Olympic Games or Olympics are leading international sporting events featuring summer and winter sports competitions in which thousands of athletes from around the world participate in a variety of competitions. The Olympic Games are considered the world's foremost sports competition with more than 200 nations participating. The Olympic Games are held every four years, with the Summer and Winter Games alternating by occurring every four years but two years apart.

Olympiahalle multi-purpose arena in Munich

Olympiahalle is a multi-purpose arena located in Am Riesenfeld in Munich, Germany, part of Olympiapark.

Munich Place in Bavaria, Germany

Munich is the capital and most populous city of Bavaria, the second most populous German federal state. With a population of around 1.5 million, it is the third-largest city in Germany, after Berlin and Hamburg, as well as the 12th-largest city in the European Union. The city's metropolitan region is home to 6 million people. Straddling the banks of the River Isar north of the Bavarian Alps, it is the seat of the Bavarian administrative region of Upper Bavaria, while being the most densely populated municipality in Germany. Munich is the second-largest city in the Bavarian dialect area, after the Austrian capital of Vienna.

Lüthi was inducted into the IIHF Hall of Fame as a builder in 1998. [1] [5] He was also made an honorary member of the IIHF, and received the Olympic Order. [1] [3] In 2000, he sold CWL Telesport and Marketing to Leo Kirch, who incorporated the company into the Kirch Group. [1] [3] Lüthi was once one of the 300 richest Swiss people. [4] The same year, Lüthi moved into his Ermatingen villa, custom-built for approximately 20 million Swiss francs, which was described as a "pearl on Lake Constance". [6] He died at home on the morning of 18 July 2002 after a long illness. [1]

The IIHF Hall of Fame is a hall of fame which was established by the International Ice Hockey Federation in 1997, when 30 individuals were inducted at the world championships in Helsinki. A new group of players and builders have been inducted each year since then.

Olympic Order award

The Olympic Order is the highest award of the Olympic Movement and is awarded for particularly distinguished contributions to the Olympic Movement, i.e. recognition of efforts worthy of merit in the cause of sport. It was established in May 1975 by the International Olympic Committee as a successor to the Olympic Certificate. The Olympic Order originally had three grades. In 1984, at the 87th IOC Session in Sarajevo (Yugoslavia), it was decided that in future there would be no distinction between the silver and bronze order. The gold order would continue to be awarded in exceptional circumstances. Traditionally, the IOC bestows the Olympic Order upon the chief national organiser(s) at the closing ceremony of each respective Olympic Games.

Leo Kirch was a German media entrepreneur who founded the Kirch Group.

Related Research Articles

Bengt-Åke Gustafsson Swedish former ice hockey player and manager

Bengt-Åke Gustafsson is a Swedish ice hockey coach and retired Swedish ice hockey player. Gustafsson is a former head coach of the Sweden men's national ice hockey team, a post he held from February 2005 to May 2010. During his American career he was often called Bengt Gustafsson or Gus.

Karyn Lynn Bye-Dietz is a retired ice hockey player. She was the alternate captain of the 1998 Winter Olympics gold-medal winning United States Women's Hockey Team.

Philippe Bozon is a former French professional ice hockey player who played for the St. Louis Blues in the National Hockey League (NHL) between the 1991–92 and 1994-95 seasons. He is the first of only six French-born and trained players to appear in the NHL, the other five being Cristobal Huet, Stéphane Da Costa, Antoine Roussel, Pierre-Édouard Bellemare and Yohann Auvitu. He is currently the head coach for Boxers de Bordeaux of the Ligue Magnus.

Mauri Unto Wiitala was a Finnish professional ice hockey player who played in the SM-liiga. Born in Kuolemajärvi, Finland, he played for Hämeenlinnan Tarmo before working as a referee and hockey executive. He competed at the 1952 Winter Olympics with Team Finland and five Ice Hockey World Championships.

Hans Cattini was a Swiss ice hockey player who competed in the 1936 Winter Olympics and 1948 Winter Olympics. He was the brother of Ferdinand Cattini.

Jacques Lacarrière was a French ice hockey player who competed in the 1928 Winter Olympics and in the 1936 Winter Olympics.

Roger Maurice Bourbonnais is a retired ice hockey player.

Philippe Lacarrière French ice hockey player

Philippe Lacarrière is a French former ice hockey player and current ice hockey executive.

Miroslav Šubrt was a Czech ice hockey executive for the International Ice Hockey Federation (IIHF) and Czech Ice Hockey Association. Šubrt worked as an executive for the IIHF from 1956 to 2003, the longest for a high ranked functionary in IIHF history. He was awarded the Olympic Order in 2002 and was inducted into the IIHF Hall of Fame in 2004.

Dieter Kalt Sr. Austrian ice hockey player

Dieter Kalt Sr. is an Austrian former ice hockey player and hockey executive.

Heinz Henschel German ice hockey player

Heinz Henschel was a German ice hockey player, sports administrator, and banker. He played for 24 seasons and won two German championships as a member of the Berliner Schlittschuhclub. He later became a banker involved in sports and entertainment. He was the founder of multiple sporting associations and served as president of the German Ice Sport Federation. He was the leader of German delegations at Winter Olympic Games and a member of the German Olympic Sports Confederation. His career was recognized by induction into both the IIHF Hall of Fame and the German Ice Hockey Hall of Fame.

Walter Wasservogel

Walter Wasservogel was an Austrian ice hockey player and administrator. He served as president of the Austrian Ice Hockey Association, and later as the general secretary of the International Ice Hockey Federation. He received the Olympic Order, and is inducted into the IIHF Hall of Fame.

Hans Dobida is an Austrian retired ice hockey and roller in-line hockey administrator. He was involved with ATSE Graz for almost 40 years, and served as president of the Austrian Ice Hockey Association from 1977 to 1996. He helped organize hosting duties for Austria in ice hockey at the Olympic Games, and the Ice Hockey World Championships. He was a member of the International Ice Hockey Federation council from 1986 to 2008, oversaw the IIHF Continental Cup, and was part of the IIHF Inline Hockey World Championship committee. He was been inducted into the IIHF Hall of Fame, the German Ice Hockey Hall of Fame, the Slovenian Hockey Hall of Fame; and received the "Gold Medal" class of the Decoration of Honour for Services to the Republic of Austria.

Ove Dahlberg was a Swedish ice hockey and soccer official. Having previously played a forward position in ice hockey, Dahlberg is considered one of the greatest European referees for his ability to read the game. He was inducted posthumously into the IIHF Hall of Fame in 2004 and into the Swedish Ice Hockey Hall of Fame in 2012.

Harry Lindblad

Harry Lindblad was a Finnish ice hockey administrator, coach and player. He served as the Finnish Ice Hockey Association president for 18 years, after five years as its vice-president. During this time, Finland participated in its first ice hockey tournament at the Winter Olympics, won its first medal in international hockey, began to build indoor ice rinks, hosted two Ice Hockey World Championships, and founded the Finnish Elite League. He was posthumously recognized for his contributions by induction into both the Finnish Hockey Hall of Fame, and the IIHF Hall of Fame.

Enrico Calcaterra was an Italian ice hockey goaltender and executive. Calcaterra represented Italy internationally at four IIHF World Championships and one Winter Olympic Games. In 1999, Calcaterra became the first Italian sportsperson to be inducted into the IIHF Hall of Fame. He is considered the pioneer of Italian hockey.


  1. 1 2 3 4 5 6 7 8 9 "Cesar W. Lüthi verstorben". Hockeyfans.ch (in German). 18 July 2002. Retrieved 29 January 2019.
  2. 1 2 3 "2.97 Cesar W. Luthi". Legends of Hockey. Hockey Hall of Fame. 2013. Retrieved 27 January 2019.
  3. 1 2 3 "Marketing-Pionier Cesar W. Lüthi gestorben". News.ch (in German). 18 July 2002. Retrieved 30 January 2019.
  4. 1 2 3 4 5 "César W. Lüthi". St.Galler Tagblatt (in German). 6 March 2013. Retrieved 29 January 2019.
  5. "IIHF Hall of Fame Inductees". Hockey Hall of Fame. Retrieved 29 January 2019.
  6. "Ein Schloss ist kein Schnäppchen". St.Galler Tagblatt (in German). 6 March 2013. Retrieved 30 January 2019.