January 27 – The Swiss Football League (SFL) has announced a trio of significant sponsorship deals, including a new title sponsor for the Super League, as it builds momentum ahead of the country’s hosting the UEFA Women’s EURO 2025 later this year.
Online retailer Brack will become the Super League’s title sponsor for five years starting in the 2025/26 season. With the league’s rebranding, the SFL said the Super League’s new visual identity, including logos and other branding elements, will be unveiled before the partnership begins.
Brack CEO Stefan Fraude hinted at further integration, saying: “The deal will be reflected in the retailer’s product range, though further information will be provided at the end of the current season.”
Roman Reichelt, chief of marketing and communication at Brack, added, “From our point of view, this partnership is more than just having our name in the league logo. We will be offering fans real added value. We are already working at full speed in the background on various projects as part of this sponsorship.”
SFL CEO Claudius Schäfer welcomed the partnership, saying: “With Brack, we are acquiring a partner which has been committed to the promotion of young talent in Swiss football for years. We are now looking forward to working together at the highest level of club football and to exciting joint projects.”
While Brack takes over the Super League title sponsorship, UBS, the league’s previous title sponsor, will become an “impact partner” from the 2025/26 season. The partnership will focus on youth development projects and close collaboration with the league’s 12 clubs.
“We are proud to continue our commitment as an impact partner with the Super League and with that make a substantial contribution to the future development of Swiss club football,” said Sabine Keller-Busse, President of UBS Switzerland.
“As an impact partner, we pay particular attention to the promotion of young talent, which is an integral part of our sponsorship strategy,” Keller-Busse added.
To complete the sponsorship trifecta, Dieci AG has renewed its title sponsorship of the Challenge League for at least three more years. As Switzerland’s largest pizza courier, Dieci’s sponsorship includes its logo on team kits, advertising at all 180 matches, and significant ticket allocations.
“Pizza and football belong together,” said Patrick Bircher, CEO at Dieci AG. “Everyone at Dieci is looking forward to building on the relationship with fans and clubs that have been established since the 2021/22 season over the coming years, thus contributing to the attractiveness of the exciting and regionally well-established Challenge League.”
Contact the writer of this story, Harry Ewing, at moc.l1738110759labto1738110759ofdlr1738110759owedi1738110759sni@g1738110759niwe.1738110759yrrah1738110759