Swiss telco Sunrise and the National League have agreed to extend their media partnership for MySports by eight years, ensuring that Switzerland’s top ice hockey league will remain on the platform until the end of the 2034/35 season.
The deal, of which financial details have not been disclosed, follows the league’s rights tender launched in June for the 2027/28 season onwards. Sunrise prevailed over rival bidders, convincing National League with its long-standing commitment to Swiss ice hockey, its production expertise and its broad distribution strategy, according to the company.
The renewed contract covers all live and highlight rights for National League matches, spanning both pay-TV and free-TV. In free-to-air television, MySports will continue its partnerships with CH Media in German-speaking Switzerland, Léman Bleu and La Télé in French-speaking Switzerland, and TeleTicino in Ticino. Selected regular-season fixtures and one playoff match per round will remain available on free TV, with highlight rights also distributed through these channels. Negotiations with future partners for highlight broadcasts are ongoing.
MySports is hockey, and the extension of the media partnership with the National League means that Switzerland’s top league will remain a key feature of MySports until 2035, stressed Sunrise. The platform, launched in 2017, positions itself as the first choice for Swiss ice hockey fans, offering live coverage, highlights, documentaries and in-depth analysis.
“Our partnership with Sunrise and MySports is a success story and we’re all very much looking forward to its long-term continuation. With MySports, Sunrise has understood how to create new formats and open up new distribution channels, and it therefore lives up to ice hockey’s high status among the Swiss population. With MySports, Sunrise is our dream partner – today and in the future,” said National League Chief Executive Denis Vaucher.
Sunrise CEO André Krause added: “MySports is hockey. And the decision made by the National League is a wonderful vote of confidence for us and great motivation to continue doing everything we can for the sport,” he said. “We bring ice hockey even closer to the fans via TV, app, social media and partner channels. And in the coming years we’re looking forward to continuing to develop MySports content for our subscribers with top presenters, experts, editorial and production teams.”
MySports is currently the only fee-based sports channel in Switzerland integrated across nearly all major TV platforms, including Sunrise TV, Swisscom TV, Salt TV, Quickline TV and Netplus, as well as streaming services such as Zattoo, Teleboy and Sky. The service also runs its own dedicated streaming app for hockey fans.
