Media Release

Opfikon, 23 March 2026

Focus on customer loyalty

Sunrise launches Sunrise Rewards, an innovative loyalty programme: loyal customers to receive the best offers

• Sunrise already offers loyal customers the same benefits as new customers for devices and subscriptions.
• With Sunrise Rewards, Sunrise is strengthening its strategic focus on its existing customer base, in contrast to the industry-wide focus purely on acquiring new customers. From today, the rule is: the longer customers stay with Sunrise and the more products they use, the better their offer will be. 
• Sunrise Rewards is being launched today in a soft-launch phase. Existing customers can now register for the programme and benefit from a loyalty currency (points).
• For the launch of Sunrise Rewards there will be a welcome bonus and loyalty points will be credited with every bill. Customers can use them for offers such as premium service, exclusive events, discounts on smartphones and other devices, streaming services, shopping vouchers and much more.
• The popular Sunrise Moments offers for exclusive and unique live and special family experiences will also be integrated seamlessly into Sunrise Rewards.
• In the coming weeks, Sunrise Rewards will be launched with a broad campaign.

«Achieving sustainable growth through the acquisition of new customers is becoming more and more difficult. In the premium segment, where our main brand Sunrise is positioned, price as the sole selling point is increasingly losing its effect, also as a result of price reductions over the years. Market practice also shows that an offer becomes less attractive after a certain period of time and when compared to new acquisition offers. This is in fact the opposite of what customers expect,» comments André Krause regarding the current situation, and explains:

«We’ve adjusted our strategy and organisation and are focusing more strongly than ever on our existing customer base with innovation, service and loyalty. An offer gets better for customers the longer they stay with us and the more products they have from us. This leads to a win-win situation in which customers enjoy exclusive benefits, whilst we increase the value of our customer base and drive growth.»

Sunrise Rewards is open to Sunrise customers who have at least one eligible and active mobile, Internet or Home Security subscription, an Iconic Bundle, a device plan, or the Flex Upgrade option, or who subscribe to a streaming service (such as Netflix, Disney+, oneplus, Sky, etc.) via Sunrise. A welcome bonus rewards customers for their loyalty to date. Starting from this initial credit, they receive one additional Sunrise Rewards point for every franc billed on a net monthly basis.

The current Sunrise Moments offers will be integrated seamlessly into the Sunrise Rewards programme as a core component, and this programme will now serve as the umbrella scheme for rewarding customer loyalty. This means, for example, that tickets for the 2026 IIHF Ice Hockey World Championship are available, as well as discounted ski passes, trips to Europapark and much more.

Silver, Gold, Platinum

Depending on the number of eligible products and the length of their loyalty, customers are assigned Silver, Gold or Platinum status. This entitles them to a range of offers, extra services and exclusive deals, which they can pay for with their Sunrise Rewards points. Points can be redeemed from day one. Points earned remain valid for two years.

The first loyalty offers will launch on 23 March 2026. The loyalty offers will be regularly updated. Those who wish to take advantage of a specific offer should act quickly.

Examples of current and upcoming Sunrise Rewards offers that can be redeemed using loyalty points:

Status	Criteria	Benefits
Silver	1 product and less than 2 years contract period	Free access to Perplexity Pro for 12 months Discount on Home Security subscriptions Event vouchers: e.g., cinema, excursions, FC Basel tickets, hotel stays Benefits from the Sunrise Moments offers, such as discounted tickets for festivals, musicals, circuses and skiing, or priority sales for tickets to Switzerland’s most popular concerts.
Gold	2 to 3 products, or 1 product and a contract period of 2 years or more	All Silver benefits, mostly at more favourable terms Device discounts: e.g., iPhone Air, iPad Pro, Apple Watch Ultra, Samsung Galaxy S26/S25 FE, Tablet S10 FE/S11 Ultra, Garmin Watch Accessory discounts: e.g., Samsung TV, JBL headphones, MusicBox, e-scooters, vouchers Discounts on streaming services such as Netflix, Disney+
Platinum	4 or more products, or 1 Iconic Bundle	All Gold benefits, mostly at more favourable terms Premium support with a dedicated team as contacts Exclusive Platinum offers: e.g., free smartphone screen protector Exclusive entry to prize draws for unique experiences and «money-can’t-buy»-moments, such as the Swiss-Ski Gala Night, tickets to the 2026 IIHF Ice Hockey World Championship final, and a VIP weekend at the Openair St. Gallen.

Customers can find all the Sunrise Rewards offers, including those specific to themselves, at any time in their online customer account, My Sunrise, which is accessible via a web browser or the app . My Sunrise will therefore become an expanded, personalised marketplace for new, tailored and exclusive offers, and for unique experiences .

New: Streaming services open the door to Sunrise Rewards

Alongside Sunrise Rewards, Sunrise is launching another innovation: subscribing to a streaming service via Sunrise is now possible not just with a combined Internet & TV bundle, but also with a standalone subscription for mobile, Home Security or Internet. And everyone benefits from the loyalty-based benefits for streaming services.

With the launch of Sunrise Rewards, Sunrise is continuing to expand access to streaming subscriptions such as Netflix, Disney+, blue Sport, Sky, DAZN, etc. The services can be accessed via apps, smart TVs, third-party TV boxes such as the Apple TV Box or via a web browser.

The convenience of managing streaming services centrally and neatly in one place with My Sunrise remains unchanged.

Full details of the new loyalty programme can be found at sunrise.ch/rewards .

Media Release (PDF)

Sunrise

Media Relations

media@sunrise.net

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