Swiss FA and SRG extend rights partnership with bigger women’s football focus
UEFA’s Swiss member association and public broadcaster SRG have extended a rights partnership that increases live coverage of the domestic women’s league while keeping the men’s Swiss Cup on free-to-air platforms.
The Swiss Football Association (SFV) and SRG have extended their partnership covering live and highlights rights across a package led by the women’s national team, the AXA Women’s Super League and the Swiss Cup.The agreement is designed to protect reach for Swiss football on public service channels while improving production depth in the women’s domestic game.A key change is an increase in the AXA Women’s Super League output, with SRG set to show twice as many live matches with commentary as part of its coverage plan.Marion Daube, SFV director of women’s football, said: “Visibility is a decisive factor for the development of women’s football. Extending the partnership with SRG enables us to keep making the women’s national team and the AXA Women’s Super League accessible to a broad public and to strengthen their positive development sustainably.”The deal also keeps SRG coverage of home matches for the women’s senior national team, plus additional women’s youth national teams.Men’s youth coverage is included, with SRG continuing to show matches involving Switzerland’s men’s under-21s alongside other age-group teams.The men’s Swiss Cup remains part of the package from the first round through to the final, maintaining a national free-to-air presence for one of the country’s most widely followed knockout properties.Peter Knäbel, SFV central president, linked the rights deal to the competition’s nationwide storytelling and the federation’s development priorities.Knäbel said: “The Swiss Cup stands for the diversity and emotions of football in our country. The broad presence on SRG channels makes these stories visible from all regions and strengthens the connection between elite and grassroots football.“At the same time, sports coverage in men’s and women’s football fulfils key public service tasks, from information and social cohesion to integration and youth development.”SRG framed the extension as a long-term commitment to Swiss football across both genders, with women’s football positioned as the primary growth focus.Roland Mägerle, head of sport at SRF and Business Unit Sport SRG, said: “The contract extension with the SFV underlines SRG’s long-term commitment to Swiss football, especially in the women’s game. Swiss football, nationally and internationally, in women’s and men’s competitions, remains an important part of our broad sports offer.”Internationally, the agreement also strengthens SRG’s women’s football pipeline ahead of the 2027 FIFA Women’s World Cup, which SRG will be able to show via a FIFA deal agreed through the European Broadcasting Union.The partnership gives SRG consistent national team and domestic club inventory while giving the SFV guaranteed reach and visibility in a market where women’s football is pushing for larger audiences, stronger sponsorship and deeper fan habit.