SPORTFIVE is expanding its brand-oriented focus in Switzerland – Mull appointed to lead expansion

Hamburg/Zurich, 5 September 2025 – SPORTFIVE, one of the world’s leading sports agencies, is expanding its brand-oriented services in Switzerland. The focus is on SPORTFIVE’s proven brand-led approach, which aims to attract strong brands for impactful engagements in sport and entertainment. By combining sponsorship consulting and hospitality solutions, SPORTFIVE is specifically speaking to companies that want to use sport as an emotional communication channel in Switzerland, and around the world. 

SPORTFIVE has appointed Shelby Mull as Director Premium Partnerships International, where she will lead the expansion and leverage her extensive experience and market knowledge to lead the company’s brand-led sales in Switzerland. The aim is to connect Swiss-based companies with leading sports platforms, develop creative activation approaches, and make the social value of sport more accessible to a wider audience by using innovative communication formats. With over two decades of experience in international sports and brand communications, Mull brings extensive expertise in strategic partner management, sponsorship activation, and communications planning, and has worked with global brands as well as leading sports organizations. 

“The Swiss market offers a unique environment for brands that want to use sports as a platform for sustainable and creative communication. I am thrilled to be fully committed to serving the Swiss market and collaborating with local brands to develop innovative sports partnerships, activations and hospitality experiences - supported by SPORTFIVE’s strong portfolio and global network,” said Shelby Mull. 

“By expanding our offering in Switzerland, we are sending a clear signal: SPORTFIVE stands for a brand-centric approach. We are very pleased that with Shelby Mull we have gained an experienced expert for this role, who will develop tailored concepts on the ground for this special market. Our goal is to leverage SPORTFIVE’s expertise to connect powerful brands with innovative sports platforms,” explains Christian Kothe, Executive Vice President and member of the management board at SPORTFIVE Germany.  

SPORTFIVE has been based in Switzerland for over 20 years, working with international rightsholders, as well as multinational corporations. The expansion of the brand-centric services offers companies multilingual and locally anchored sponsorship marketing capabilities.