The Swiss Football League (SFL) has named online retailer Brack as the title sponsor of the Super League and signed two more sponsorship agreements.
Following the deal, Brack is set to be the title sponsor of the Super League, the country’s first division, for five years from the 2025/26 season.
Claudius Schäfer, CEO of the SFL, commented: “With Brack, we are acquiring a partner which has been committed to the promotion of young talent in Swiss football for years. We still have fond memories of the company from the time as the name sponsor of the Challenge League. We are now looking forward to working together at the highest level of club football and to exciting joint projects.”
With the league’s rebranding, the SFL announced that the Super League’s new visual identity, including logos and other branding elements, will be unveiled before the 2025/26 season.
Roman Reichelt, Chief of Marketing and Communication at Brack, stated: “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.”
Brack CEO Stefan Fraude added that the deal will be reflected in the retailer’s product range, though further information will be provided at the end of the current season.
Before this agreement, the Super League was sponsored by investment bank UBS. Although the partnership has not been renewed, UBS will remain actively involved in Swiss football.
The SFL announced that UBS will become an impact partner for the Super League starting from the 2025/26 season. This new collaboration will emphasise youth development projects and aim to foster close cooperation with the league’s twelve clubs.
“We are proud to continue our commitment as an impact partner with the Super League and with that making 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.”
As part of this partnership, the UBS logo will still feature on the kits of the Super League players, as it did when it was the title sponsor.
Schäfer remarked: “We are delighted that the strong Swiss brand UBS will continue its extensive involvement in Swiss club football for at least three more seasons. These partnerships are an important step for the continuous development of Swiss football at national and international level.”
To complete the hat-trick of deals, the SFL has announced an extension of Dieci AG’s title sponsorship for the Challenge League, Switzerland’s second division, for at least three more years.
The catering company and largest Swiss pizza courier renewed its commitment ahead of the initial deal’s expiration at the end of the current season. The sponsorship includes the Dieci logo on the kits of all 10 clubs, perimeter advertising at all 180 matches and a significant ticket allocation.
Patrick Bircher, CEO at Dieci AG, concluded: “Pizza and football belong together. 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.”
This year is set to be a significant one for football in Switzerland, as the country will host the UEFA Women’s EURO 2025 tournament later this year.