This winter season, Valora is sponsoring eight promising young athletes as part of its commitment to snow sports. Cross-country star Beda Klee from Toggenburg has now been recruited as an ambassador for ok.–, Valora’s own brand. 

Beda Klee achieved his breakthrough last season: With seven top-ten places in the World Cup and placed 13th in the overall ranking, the Toggenburg native was Switzerland’s best long-distance skier. He has ambitious goals for this season: “My goal is a podium finish at the World Championships in Norway in February. More generally, I would like to rubber stamp last season’s performance with as many top-ten places as possible,” says Beda Klee in an interview with Valora.

Valora is sponsoring Beda Klee on his journey. Roger Vogt, CEO Retail at Valora, explains: “Skiing and cross-country skiing represent values that are also important to Valora – endurance, passion and a local connection.” Vogt adds: “Beda Klee embodies these values in cross-country skiing, a traditional and increasingly popular sport. We're proud to have him by our side as a brand ambassador.”

The cooperation with Valora also has particular significance for the Toggenburg cross-country professional. He looks back on his time at the sports grammar school with nostalgia, when he travelled twice a week by train from Wattwil to Davos and treated himself to a hot dog at the avec in Landquart when changing trains.

Sponsorship focus on young talents

This is already the seventh season in which Valora has sponsored snow sports with its own brand ok.–. The main focus is on young and emerging talent. 

In addition to Beda Klee, Valora has been supporting up-and-coming cross-country skier Pierrick Cottier with its own brand ok.– since 2022. Valora has also been supporting alpine skier and 2023 downhill world champion Jasmine Flury for the past two years. Together with Nicole Good, Flury acts as brand ambassador for ok.– organic iced tea. In alpine skiing, ok.– also supports emerging talents Janine Schmitt, Oliver Florin and Vanessa Marina Kasper. Furthermore, ok.– has a longstanding partnership with Talina Gantenbein, who competes in the national ski cross team. 

Besides extensive athlete sponsorship, Valora has been co-sponsoring the Grand Prix Migros, the world’s largest ski race for children and young people, with the k kiosk brand for the past four years. It provides an introduction to racing for many young skiers. Children and young people can compete in regional qualifying races, with the best of them qualifying for the grand finale. The event not only promotes the fun of skiing, but also offers emerging talent a platform to compete in a sporting environment and develop their skills.

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About Valora
Each and every day, around 15,000 employees in the Valora network work to brighten up their customers’ journey with a comprehensive foodvenience offering – nearby, quick, convenient and fresh. The around 2,800 small-scale points of sale of Valora are located at highly frequented locations in Switzerland, Germany, Austria, Luxembourg and the Netherlands. The company includes, among others, k kiosk, Brezelkönig, BackWerk, Ditsch, Press & Books, avec, Caffè Spettacolo, Frittenwerk and the popular own brand ok.– as well as a continuously growing range of digital services. Valora is also one of the world’s leading producers of pretzels and benefits from a well-integrated value chain in the area of baked goods. The Valora Group with its registered office in Muttenz in Switzerland is the European retail unit of Fomento Económico Mexicano, S.A.B. de C.V. (FEMSA).

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Media Relations
Alexandra Tschan
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