Liechtenstein Olympic Committee (LOC) - Beat Wachter

June 6, 2025 - Beat Wachter: There are many parallels between the Liechtenstein Olympic Committee and Liechtenstein Marketing. We both see ourselves as ambassadors both internally and externally.
Sport has a very special power in this regard. It brings people together, inspires across borders, and stands for values with which we, too, identify: achievement, friendship, and respect. Whether you’re an athlete, coach, or support staff member: We make you aware that you’re more than just part of the sports team. You’re ambassadors for Liechtenstein, for the federation, for your teams, your families, and ultimately for yourselves. You represent the Liechtenstein brand, which stands for precisely these core values.

Sports is a stage and an opportunity

Sports attract a great deal of attention. When Tina Weirather wins a medal at the Olympics or our soccer team competes internationally, Liechtenstein is in the spotlight. And when we compete as a team at the Small Nations Games, people take notice. The media, the public, and international organizations—they all take note of what Liechtenstein stands for. This visibility is a major opportunity for our country’s brand positioning, and we’re happy to help make the most of it.

In 2015, we began a more intensive collaboration with Liechtenstein Marketing. The idea was to leverage the connection between sports and the national brand more strategically, and this has led to many wonderful projects. These range from small giveaways to a clothing line—designed specifically for this purpose—that we are honored to wear during our Olympic missions. This has created a great momentum: The clothing has been well-received, and many federations and clubs wear it with pride, even abroad. It’s a visible statement for Liechtenstein.

A highlight of this collaboration was undoubtedly our presence at the Olympic Games in Paris: the “House of Liechtenstein.” It served as a gathering place for athletes and fans from Liechtenstein, as well as a platform to showcase Liechtenstein as a destination for tourism and business. It was a stroke of luck that we were able to participate there alongside the German and Luxembourg committees. The German Olympic Sports Confederation (DOSB) had rented a stadium in Paris, which we were able to use. For 16 days, we welcomed 2,500 guests daily—a powerful, engaging showcase for our country. Liechtenstein Marketing executed this event with great professionalism. The impact was significant, and we were proud to be a part of it.

Sports tell stories and open doors

In countries where Liechtenstein is largely unknown, sports play a major role in raising awareness. That is why, in collaboration with Liechtenstein Marketing, we have begun training our athletes on tourism-related topics so that they are well-prepared to answer questions about Liechtenstein. What is there to see, experience, and discover? These are small details, but they contribute significantly to our image abroad.

A wonderful story that illustrates this: At the Summer Olympics, our only athlete was Romano Püntener, and the famous “pin tradition” came into play. Athletes, as well as coaches and support staff, exchange coveted pins at the Games. Because the pins from Liechtenstein are so rare, they are highly sought after. Andy Murray, the world-famous tennis player, even went looking for Romano in the Olympic Village to trade a pin with him. Romano became a minor sensation; his strong athletic performance, his likable demeanor, and the fact that he comes from such a small country made international headlines. That is brand impact through personality.

Ten Years of LOC – An Eventful Time

I have now been the Executive Director and Secretary General of the Liechtenstein Olympic Committee for ten years, and I have had the privilege of experiencing so many wonderful and exciting moments. It is a privilege and an honor to serve in this role. Of course, there have also been challenging times. The COVID-19 pandemic, for example, when indoor sports were no longer possible, we worked with the clubs to develop safety protocols, and then restrictions were finally lifted—that was an emotional time. Or the historic moment when the Olympic Games in Tokyo were postponed—for the first time in history. And later, the Winter Games in Beijing under extreme security measures. And then Paris—what a setting! So many touching moments, such a peaceful, positive atmosphere. You could feel it: We were finally able to leave the pandemic behind us and celebrate sports together again. That was amazing.
The moment when Tina Weirather won her medal also remains unforgettable. Sitting in the stadium and experiencing it live—it gave me goosebumps. As the LOC, we strive to create the best possible conditions for such successes. We know that the level of competition is incredibly high, and success is never a given. But who knows—maybe we’ll experience another highlight like that again.

Sports need support and accountability

Sports in Liechtenstein enjoy widespread recognition and support from both the public and policymakers. This has been the case in the past, and it is what I hope for in the future: that we can continue to count on the government and the National Council. That together we can find effective solutions that advance sports. Daniel Risch was a strong partner as Minister of Sports, Dominique Hasler has consistently carried on this work, and I hope that Hubert Büchel, as the new Minister of Sports, will continue this commitment.

Many things are going very well. We have been conducting regular physical activity surveys since 2015. These surveys show that Liechtenstein is one of the most physically active countries. The amount of physical activity in our daily lives is extremely high, and this has a positive impact on health and well-being.

The abundance of sports facilities is also remarkable—probably unmatched anywhere else in the world. Gyms, tennis courts, swimming pools: we have plenty. I can slip on my running shoes during my lunch break and be out in nature in no time. Want to go skiing? I can be in Malbun in 20 to 25 minutes. Bike paths start right outside my front door. The options are endless.

The sports scene is also very well-established across the board. The LOC has 47 member associations, each offering its own sports programs. For such a small country, that’s extraordinary. From soccer to mini-golf, from snowboarding to darts and much more, almost anything is possible. And best of all: behind every activity is a club. With a board of directors that invests its time. With coaches who arrive on time, are well-trained, and have the necessary equipment ready.

However, there are also developments that give us cause for concern and that we should not turn a blind eye to.

The 2022/23 Health Survey revealed that 47 percent of Liechtenstein’s population is overweight, with 17 percent of that group being obese. This means that nearly one in two people faces a health risk—even if they are only a few pounds overweight. Yet even those extra pounds already have an impact on well-being.

These trends are particularly concerning among children and adolescents, not only because of physical health but also because of mental well-being. The rate of mental illness among adolescents in Liechtenstein is alarming, and it is shocking that one in eleven adolescents has already attempted suicide.

We see particular challenges when it comes to the younger generation. In elementary school and lower secondary school, around 80 percent of children are still active in a sports club. However, by the end of lower secondary school, this figure drops to about 50 percent, while the proportion of overweight children rises.

By the end of elementary school, about 10 percent of children are overweight; by the end of middle school, that figure rises to 25 percent. At the same time, daily physical activity is declining: fewer and fewer children are walking or biking to school; instead, more and more are taking the school bus.

The WHO recommends daily physical activity, but in Liechtenstein, only a small number of children meet these guidelines: in 2015, 15 percent of children met the guidelines, while in 2021, the figure was less than 10 percent. Today, among 16-year-olds, the figure is only 8 to 9 percent. This is a trend we cannot ignore, because many daily routines are established during adolescence. If children have few motivating experiences with physical activity during this time and receive little education about healthy eating, the likelihood increases that these lifestyle habits will carry over into adulthood, with corresponding consequences.

The human body is designed for movement; movement is a fundamental human need. Physical activity promotes motor, mental, social, and emotional development. That is why we need to take a closer look: How can we better engage young people? How can we reach parents so that they recognize the value of sports and physical activity and take joy in them?

I don't believe that sports alone can solve all problems. But physical activity and sports can be an important part of the solution when it comes to strengthening children and young people physically, mentally, and socially.

Infrastructure with Appeal – Visions for the Future

A wish for the future: Liechtenstein offers a wide range of sports activities, which is impressive given the size of our country. However, our sports school does not yet have its own sports facilities. This is where we should start. Together with Liechtenstein Marketing, we could launch a flagship project—such as the most sustainable indoor swimming pool in Europe, an energy-self-sufficient ice rink, or an energy-neutral ski resort.

One inspiring example is the mountain station on the Chäserrugg, designed by the renowned architectural firm Herzog & de Meuron. While it is not energy self-sufficient, it is an impressive structure with great appeal that positively influences people’s leisure activities. So why not create a similar project in Liechtenstein—one that is functional, sustainable, and helps shape the country’s identity?

Conclusion: Sports as a reflection and ambassador of a brand

Sports is much more than just competition. It tells stories, inspires people, conveys values, and credibly promotes the Liechtenstein brand around the world. If we work together to further strengthen this power, we can make a significant difference—for sports, for people, and for our country.