As Switzerland faces record US tariffs, political figures turn to soccer diplomacy in hopes of softening tensions

Switzerland, celebrated for its steadfast commitment to free trade and diplomacy, now finds itself confronting the steepest US tariff rate in Europe. In an extraordinary diplomatic overture, prominent Swiss politicians are urging FIFA President Gianni Infantino to leverage his personal rapport with President Donald Trump to negotiate relief for Swiss industries.

Infantino, born in Brig-Glis in the canton of Valais, has maintained strong ties to his homeland despite his rise to the helm of world football. Swiss leaders believe that his unique standing—both as a global sports icon and a fellow countryman—could open channels of communication where traditional diplomacy has stalled.

“No one bridges Switzerland and the United States better than Gianni Infantino,” stated Karin Keller-Sutter, head of the Free Democratic Party. “His credibility in Washington and his understanding of our economic stakes make him an ideal informal envoy.”

The appeal follows a mid-July announcement by the US Trade Representative, which imposed steep new duties on key Swiss exports, including watches, dairy, and precision instruments. Tariffs on Swiss cheese and chocolate jumped to 25%, while custom duties on luxury watch exports soared to 30%, marking a two-decade high.

Swiss exporters, who ship over CHF 20 billion worth of goods annually to the US, report significant setbacks. The watchmaking sector saw US sales plummet by 15% in the first half of 2025, while chocolate makers and cheese producers grappled with unsold inventory as American buyers balked at higher costs. Marc Bielmann, spokesperson for the Swiss Cheese Union, warned, “These tariffs threaten historic partnerships and could lead to job cuts.”

Attempts to resolve the conflict through formal talks have yielded little progress. Foreign Minister Ignazio Cassis held meetings with US Trade Representative Katherine Tai in late July, yet both sides remain entrenched. Observers cite the Trump administration’s broader protectionist stance as the core obstacle.

In June, during a high-profile charity match in Miami, Infantino and President Trump shared a sideline handshake, fuelling speculation about a potential opening for informal dialogue. Though no substantive discussions on trade were reported, insiders suggest the meeting laid the groundwork for personal diplomacy.

Political analyst Jean-Christophe Noth commented, “This approach leverages soft power. It’s a creative response to a diplomatic deadlock, fitting the globalized era where sports and politics increasingly intersect.”

FIFA has yet to respond officially to Switzerland’s request, emphasizing Infantino’s commitment to football development and international cooperation. A parliamentary resolution scheduled for late August may formalize the Federal Council’s mandate, requesting Infantino to arrange a dedicated meeting with President Trump at the upcoming G20 summit.

Meanwhile, Swiss industries and consumers watch nervously. Whether football’s unifying power can ease economic tensions remains uncertain, but hope persists that Infantino’s influence will help restore the longstanding trade partnership between Switzerland and the United States.