Cesar W. Lüthi (6 September 1930 – 18 July 2002) was a Swiss international sports marketing businessman.

He was the founder of CWL Telesport and Marketing, and was involved with advertising for the International Ice Hockey Federation, the German Football Association, and the Olympic Games.

[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.

[4] Lüthi's original IIHF contract was later extended to television rights in 1981 after the Ice Hockey World Championships.

[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".