Ski: Lara Gut-Behrami does without Instagram and Co

Here is a photo from the slopes, there one from dinner, plus a selfie before bed and a video with your loved one. Including some sentences and funny emojis. Whether Instagram, Facebook or Twitter: female skiers make extensive use of social media. Not so Lara Gut-Behrami (29). The super-G world champion disappeared from the network in autumn 2018. The only exception: Facebook (six posts last year). “I no longer define myself through the many pictures and postings on the Internet, but through my life,” she says.

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It all started with the duel between Neymar and Behrami

Ski fans therefore also look at the social media tube at the World Cup when they search for the latest insider news from Gut-Behrami online. But: Why did the Ticino woman decide two and a half years ago to call it a day? This form of interaction used to be highly praised. “It’s the most honest, because it’s the most direct, way to communicate with my fans,” she said.

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The 2018 World Cup in Russia is decisive for their U-turn. At that time, her husband Valon Behrami (35) was often on the socks during the game against Brazil superstar Neymar. The hot-blooded Seleçao fans ran amok – at least verbally. They quickly found out who Valon’s wife was and covered her with insults on Instagram. A shitstorm swept over the Super-G world champion – the hateful comments hurt her very much.

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The World Cup was not the only reason why the Super G world champion will probably never be found on Instagram again. No, even the cuddling and smooching pictures with her husband, which she had posted herself, became uncomfortable over time. Too private, too intimate. “I don’t like the way our posts are commented on by users,” says Gut-Behrami.

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Sponsors request posts from their athletes

The almost complete abandonment of social media has consequences. Specifically: Gut-Behrami has since earned significantly less than she could. Because: Top athletes often advertise products from sponsors in their posts and get good money for them. Some contracts even stipulate how much coal each “Like” is worth or how often an athlete has to advertise the product per year.

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Isn’t Gut-Behrami’s head sponsor Ragusa bothered by her deep sleep? Camille Bloch media spokeswoman Jessica Herschkowitz writes: “We discussed this topic with Ms. Gut-Behrami. She explained to us that she would like to concentrate even more on her athletic performance. We understand this attitude very well and we keep our fingers crossed for it. ” It sounds similar with her other sponsors.

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“Gut-Behrami gives away a chance”

Lars Stegelmann is a marketing expert at the research and consulting company Nielsen Sports. He thinks: “If Lara Gut-Behrami does without social media, she will lose the chance to position her own brand. With a controlled brand, it is more usable for more partners and can improve their economic situation. That is certainly not unimportant, because athletes are also sole traders who finance themselves. ”

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It all started with the duel between Neymar and Behrami

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