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<\/p>\nZurich \/ Hamburg, March 24, 2026\u00a0\u2014 FC Zurich Women took to the field last week wearing what appeared to be standard sponsor-branded jerseys \u2013 but the logos told a different story.<\/p>\n
<\/p>\n
Instead of brands, the kits featured names like \u201cNight Shift\u201d, \u201cExtra Hours\u201d,\u00a0\u201cSide Job\u201d and \u201cEndless Work\u201d. 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.<\/p>\n
The campaign, created by Serviceplan Suisse, Serviceplan Hamburg and Serviceplan Culture in close collaboration with FC Zurich Women and its women\u2019s football team, uses the visual language of sponsorship to highlight a structural issue in women\u2019s football: the lack of financial support at the professional level.<\/p>\n
The insight is grounded in the current situation in Switzerland\u2019s top women\u2019s 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 \u2013 often for less than 1,000 Swiss francs per month \u2013 while simultaneously training up to 25 hours per week.<\/p>\n
\u201cWhat matters is that we didn\u2019t create a campaign \u2013 we reflected reality. The jersey is not the solution; it is the problem. And that\u2019s exactly why it becomes the solution. The logos are designed to look professional because these are professional athletes \u2013 but ones operating under a double burden. What appears on the jersey is not criticism. It\u2019s an invitation to the brands that should be there,\u201d added\u00a0Jakob Eckstein, Managing Director at Serviceplan Hamburg, and\u00a0Raul Serrat, Chief Creative Officer & Partner at Serviceplan Suisse.<\/p>\n
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,\u00a0MakeFootballMyOnlyJob.com, extends the campaign by sharing player stories and offering a direct call-to-action for potential sponsors.<\/p>\n
The campaign is aimed at brands not yet active in women\u2019s football, positioning sponsorship not only as a marketing opportunity but as a contribution to building sustainable professional structures in the sport.<\/p>\n
Women\u2019s 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.<\/p>\n","protected":false},"excerpt":{"rendered":"Zurich \/ Hamburg, March 24, 2026\u00a0\u2014 FC Zurich Women took to the field last week wearing what appeared…\n","protected":false},"author":2,"featured_media":38245,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[6],"tags":[5201,15081,22327,22328,22329,16807,51],"class_list":["post-38244","post","type-post","status-publish","format-standard","has-post-thumbnail","category-zurich","tag-agency","tag-brands","tag-campaign","tag-fc-zurich-women","tag-fictional-sponsors","tag-womens-football","tag-zurich"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@ch\/116287667274208590","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/posts\/38244","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/comments?post=38244"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/posts\/38244\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/media\/38245"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/media?parent=38244"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/categories?post=38244"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/tags?post=38244"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}