Cesar Lüthi
Swiss pioneer in international sports marketing (1930-2002)
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.
Career
Lüthi was born on 6 September 1930, in Wohlen, Aargau, Switzerland. He began in the sports marketing business during the 1966 World Rowing Championships. He was a pioneer in advertising with the use of revolving billboards. 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).
His first contract with the Olympic Games was in 1972 at the Olympiahalle in Munich. 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. In 1980, he purchased the advertising rights for the German Football Association, and hired German footballer Günter Netzer four years later.
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The citation trail is more important than the brevity of the summary: it shows where individual claims can be examined in context. The source revision retrieved here is dated Jun 20, 2026. The linked authority identifier is Q2946986. 1 of 1 selected statements include explicit references; 0 carry qualifiers and 0 use preferred rank. The first chronological checks are 1930, 2002, 1998 and 1966.
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This entry incorporates text from “Cesar Lüthi” on English Wikipedia. Contributors are listed in the page history. Text is available under the Creative Commons Attribution-ShareAlike 4.0 License. Selected authority identifiers and statements are retrieved from Wikidata under CC0; their references and qualifiers remain part of the verification path.