Cesar Lüthi

Lüthi was born on 6 September 1930, in Wohlen, Aargau, Switzerland.[1][2] He began in the sports marketing business during the 1966 World Rowing Championships.[1][3] He was a pioneer in advertising with the use of revolving billboards.[1][4] 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).[1][2][4]

His first contract with the Olympic Games was in 1972 at the Olympiahalle in Munich.[4] 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.[2] In 1980, he purchased the advertising rights for the German Football Association, and hired German footballer Günter Netzer four years later.[4] Lüthi's original IIHF contract was later extended to television rights in 1981 after the Ice Hockey World Championships.[1] He hired Harald Griebel to oversee work at the World Championships.[5][6]

Lüthi was inducted into the IIHF Hall of Fame as a builder in 1998.[1][7] He was also made an honorary member of the IIHF, and received the Olympic Order.[1][3] In 2000, he sold CWL Telesport and Marketing to Leo Kirch, who incorporated the company into the Kirch Group.[1][3] Lüthi was once one of the 300 richest Swiss people.[4] The same year, Lüthi moved into his Ermatingen villa, custom-built for approximately 20 million Swiss francs, which was described as a "pearl on Lake Constance".[8] He died at home on the morning of 18 July 2002 after a long illness.[1]