Women’s football in Switzerland is celebrating its 50 anniversary and for the first time in its history, the top tier will be rebranded as ‘Axa Women’s Super League’.
AXA is the world’s leading insurance company and this partnership could give Swiss women’s football a major boost. The Swiss Football Association (SFA) has signed a two-year deal with AXA.
The French firm will also sponsor the final of the Swiss Women’s Cup. The competition will also take on the AXA trademark name.
“The SFA and AXA share a common vision: to take Swiss women’s football to the next level. Their common will is that women get the recognition they deserve in football and in sport in general,” the SFA wrote.
“The partnership with AXA marks a decisive step for the future of the discipline in terms of both media and finance.”
The firm also announced it would be sponsoring Liverpool FC’s training kit last year.
The SFA announced the nomination of Tatjana Haenni as Head of Women’s Football last February. The 51-year-old former player and president of Zürich FC is a major addition to the Women’s National Team. She was also Director Women’s Football at FIFA.
The Federation is moving forward thanks to this partnership.
“AXA’s commitment reinforces the vision of the SFA, which, recognising the potential of women’s and players’s football, intends to reserve a special place for them in Swiss football,” said Haenni.
“We are particularly delighted that AXA, an innovative and dynamic partner, has chosen to support us towards this great objective,” commented President of the Federation, Dominique Blanc.
The ‘Know You Can’ Campaign
“As a partner, we will commit to the women’s league with tenfold passion and motivation. To support players beyond the sporting world and allow them to reach their full potential,” AXA have commented.
“This approach is in line with our brand promise ‘Know You Can’. Through which we intend to encourage our customers to believe in themselves.”
The Swiss women’s top flight was voided on April 30. The announcement was a true disappointment for leaders Servette FCCF, who could have become the first team to beat Zürich to the title since the 2016/17 season.