« Swiss Top Events » become « Leading Swiss Events »

On the occasion of its 30th anniversary, the Swiss Top Events association will in future operate under the name Leading Swiss Events (LSE). With its new brand identity, the association of leading Swiss cultural and sporting events underlines its ambition to unite internationally renowned events under a shared seal of quality and to further strengthen their visibility. At the same time, the association is launching the «Golden Ticket» initiative to mark the anniversary.

Leading Swiss Events brings together nine established major events from the worlds of sport and culture. The sporting events include the Omega European Masters, Weltklasse Zürich, the Spengler Cup in Davos, the Lauberhorn Ski Races in Wengen and White Turf in St. Moritz. The cultural events include Art Basel, the Montreux Jazz Festival, the Lucerne Festival and the Locarno Film Festival, all of which are part of this renowned network.

Each of these events is deeply rooted in its region while also enjoying a strong international presence. They help make culture and elite sport accessible to a broad audience, foster social participation and strengthen the regions in which they take place. At the same time, they extend their impact beyond Switzerland’s borders: they attract international guests to the country, create platforms for exchange and emerging talent, and shape Switzerland’s reputation as a host for world-class events.

The rebranding to Leading Swiss Events is intended to express this role more clearly. The term “Leading” reflects not only a leading position within the industry but also the ambition to take responsibility and set impulses. The events see themselves as platforms that bring together diverse audiences and enable cultural and sporting encounters. Built on continuity, trust and access to international networks, they set standards and have an impact across linguistic and national borders.

Anniversary Initiative «Golden Ticket»

As part of the 30th anniversary celebrations, the association is launching the «Golden Ticket»initiative.

Two winners will each receive the opportunity to attend four of the nine Leading Swiss Events in 2027 together with a guest as VIPs. The experience includes premium access to the events, behind-the-scenes insights and an overnight stay at a nearby Swiss Deluxe Hotel.

With this anniversary initiative, Leading Swiss Events aims to strengthen its joint presence both in Switzerland and internationally and to further enhance the visibility of the association’s quality label. Communication around the «Golden Ticket» campaign will begin in March 2026 through the channels of the individual events as well as through partner organisations.