The FCZ women’s team and the House of Communication Zurich share a dream: MakeFootballMyOnlyJob.com

At their last home game at Letzigrund, the FCZ women took a strong stand against the double burden of professional football and holding a second job, with a jersey campaign by Serviceplan giving this structural issue in Swiss women’s football the red card.

The Swiss women’s national team captured the hearts of fans and played its way into the ranks of Europe’s top nations at last summer’s home European Championship. It is easy to forget that no player in the AXA Women’s Super League can make a living from her passion alone. And yet, players train up to 25 hours a week. On top of that comes the demanding match schedule, especially when competing in European tournaments.

This double burden has measurable effects on a successful career. It is time to change that: Serviceplan’s campaign is a bold step towards attracting more sponsors to women’s football and increasing players’ salaries.

At the heart of the activation at Letzigrund were the «job jerseys.» What appeared from a distance to be sponsor logos revealed themselves up close as references to the double burden: NightShift, Side/Job, Endless Work. The jersey activation was embedded in a multi‑stage campaign mechanic. In the run‑up to the match, DOOH measures, classic poster advertising around the stadium, and social media ads generated attention. On match day itself, the manifesto film on the big screen and pitch‑side advertising further raised awareness among the audience. The microsite MakeFootballMyOnlyJob.com entertains, informs, and most importantly, includes a direct call to action for potential sponsors.

«The key point is that we didn’t simply develop a campaign, we reflected reality. The jersey makes the problem visible. And precisely because of that, it becomes part of the solution. This action is not criticism, but an invitation to all brands that should be present on jerseys and in stadiums,» says Raul Serrat, Chief Creative Officer & Partner at Serviceplan.