Nidwalden celebrates Marco Odermatt on Sunday. The double world champion also owes his success to the sports director.
Ski star Marco Odermatt, wrestling king Joel Wiki, and decathlete Simon Emmer have a lot in common. All three have already achieved great victories in their respective disciplines. All three are considered modest and down-to-earth. And all three have the same man on their side: Michael Schiendorfer, 55, athletic director.
When Marco Odermatt is welcomed to his home canton of Nidwalden on Sunday, Schindorfer can also give a pat on the back. The man from eastern Switzerland, who lives in the Basel region, didn’t get his hands directly on Buochser’s skis, but prepared the slopes for him for lucrative advertising contracts – and paved the way for Odermatt’s attractive appearance in public.
legend:
Once on the road as a spokesperson for big companies, Michael Schindorfer has been providing support and advice to athletes since 2016.
zvg / Sven Thomann
“The parents, the coaches and of course himself have the biggest share in Marco Odermatt’s success,” says Michael Schiendorfer. “Personally, I’ve tried to do one or the other for him in the background.”
Like starting a sponsorship with Redbull. A coup: Odermatt was the first Swiss in the alpine skiing division to receive a similar contract. And Schindorfer, who works on commission, is supposedly a good reward for success. Redbull as Principal Sponsor – Award includes Mikaela Shiffrin, Marcel Hirscher and Lindsey VonnIt was granted.
When someone reaches the top of the world, it makes you very happy.
Schiendorfer says he enjoys going out with young athletes. “And when someone gets to the top of the world, it makes you very happy.”
From the world of business to the world of sports
High-profile Odermatt and swing talent Wicki were among Schiendorfer’s first clients. In 2016, he became self-employed with communications agency Abrogans. When both athletes were not yet considered top athletes. “Their commitment required a certain courage,” says Schiendorfer.
But at the time, it was a much bigger step for him to leave the corporate world and leave behind the era as a spokesman for Novartis, ABB or Hilti. “It was too risky for me.”
Accompanying, Supervising, and Advising: When dealing with his subjects, Schiendorfer sees himself as a good friend. Whoever listens tells you what he thinks in private. And it gives them the boost they need from time to time. “Sometimes you have to take a risk. Otherwise, they will stop.” What helps is that he has three children, ages 30, 26, and 14. “I can think with two generations and I know their language.”
Bargaining for new marketing deals
As sporting director, Schiendorfer bargains for new marketing deals. The be-all and end-all: “It puts an athlete in an impossible position if they’re supposed to be working for companies they can’t stand behind.” In the case of Marco Odermatt, he selected ten brands that fit Buochser in a workshop. “I can say with satisfaction: we have received eight of these ten.”
Schiendorfer also answers fan mail and attends to her clients in matters of media work. Because: “It’s part of a successful athlete’s career to go public.” To what extent does he adjust the appearance of his clients? “I don’t want to try to change people,” Schiendorfer says. “The more authentic the athletes are, the better they look.”
At the reception on Sunday, the residents should once again be able to see for themselves that Marco Odermatt is doing a great job.
“Creator. Troublemaker. Reader. Tv nerd. Proud beer advocate. Unable to type with boxing gloves on. Introvert. Certified zombie practitioner. Thinker.”
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