FC Zurich Women Use Fictional Sponsors to Highlight Pay Gap in Women's Football

Mar. 25, 2026

FC Zurich Women took to the field last week wearing what appeared to be standard sponsor-branded jerseys – but the logos told a different story.

Instead of brands, the kits featured names like "Night Shift", "Extra Hours", “Side Job" and "Endless Work". Designed to look like real sponsors, the labels reflect the reality of many professional female footballers who still rely on additional jobs to sustain their careers.

The campaign, created by Serviceplan Suisse, Serviceplan Hamburg and Serviceplan Culture in close collaboration with FC Zurich Women and its women’s football team, uses the visual language of sponsorship to highlight a structural issue in women’s football: the lack of financial support at the professional level.

The insight is grounded in the current situation in Switzerland’s top women’s league. According to league data, 7 out of 10 players in the league work between 20 and 40 hours per week in a side job – often for less than 1,000 Swiss francs per month – while simultaneously training up to 25 hours per week.

Jakob Eckstein, Managing Director at Serviceplan Hamburg, and Raul Serrat, Chief Creative Officer & Partner at Serviceplan Suisse added:

“What matters is that we didn’t create a campaign – we reflected reality. The jersey is not the solution; it is the problem. And that’s exactly why it becomes the solution. The logos are designed to look professional because these are professional athletes – but ones operating under a double burden. What appears on the jersey is not criticism. It’s an invitation to the brands that should be there."

 

The jerseys were introduced as part of a broader campaign spanning digital out-of-home, classic stadium-area outdoor advertising, and social channels. On match day, the idea reached its peak visibility on the field, supported by stadium placements and additional activations. A dedicated platform, MakeFootballMyOnlyJob.com, extends the campaign by sharing player stories and offering a direct call-to-action for potential sponsors.

The campaign is aimed at brands not yet active in women’s football, positioning sponsorship not only as a marketing opportunity but as a contribution to building sustainable professional structures in the sport.

Women’s football continues to grow globally, with increasing audiences and commercial interest. The campaign positions this moment as an opportunity for brands to engage while the category is still developing.