![Sport and advertising. Sometimes it works, sometimes not, but it almost always has an emotional aspect. Advertising for the Sport newspaper from the 1980s.](https://blog.nationalmuseum.ch/app/uploads/titel-sport-und-werbung-300x225.jpg)
Sport and advertising: uncomfortable bedfellows
In today’s (sporting) world, money is king. It wasn’t always like that, although it has been for a long time...
![Aarau vs. Servette, April 1985.](https://blog.nationalmuseum.ch/app/uploads/servette-werbung-300x190.jpg)
![Cyclist André Brulé “swears” by Ovomaltine. The Tour de Suisse in 1949.](https://blog.nationalmuseum.ch/app/uploads/ovomaltine-velorennsport-300x300.jpg)
![The advertisements section of Schweizer Sportblatt, March 1898.](https://blog.nationalmuseum.ch/app/uploads/anzeigen-sportzeitung-213x300.jpg)
![FC Zurich was the first Swiss football club to display advertising on their shirts in 1976.](https://blog.nationalmuseum.ch/app/uploads/2019/10/Fcz-Dress-blog-300x205.jpg)
![Cheap cigars and whiskey: the advertising hoardings for the 1973 cup final between FC Zurich and FC Basel.](https://blog.nationalmuseum.ch/app/uploads/Fussball-Werbung-FCZ-300x197.jpg)
![The Swiss national team ski suits from 1992 to 1998.](https://blog.nationalmuseum.ch/app/uploads/2019/11/käsedress-header-300x197.jpg)
Swiss Sports History
![](https://blog.nationalmuseum.ch/app/uploads/swisssportshistory-300x225.jpg)
This text was produced in collaboration with Swiss Sports History, the portal for the history of sports in Switzerland. The portal focuses on education in schools and information for the media, researchers and the general public. Find out more at sportshistory.ch