Brand Purpose Pay Gap Truant

Women’s Euros sponsors Adidas and TikTok called out for gender pay gap


By Ellen Ormesher, Senior Reporter

July 26, 2022 | 2 min read

Truant London has created a guerilla campaign with Talented Ladies Club, calling out gender pay gaps in companies sponsoring the Uefa Women’s Euro 2022.


Talented Ladies Club’s research highlights which sponsors have gender pay disparities

Talented Ladies Club is a women-led organization on a mission to unlock the professional and personal potential of women through high-quality content, online training and social community.

Using data to highlight how some of the Women’s Euro 2022 sponsors have very large pay gaps within their organizations, the group wants to show how these firms might be cheering women on the pitch, but are quietly underpaying their female staff behind the scenes.

So what are the stats?

  • For every euro a man earns at, a woman earns just 58 cents

  • For every euro a man earns at TikTok, a woman earns just 70 cents

  • For every euro a man earns at Volkswagen, a woman earns just 85 cents

  • For every euro a man earns at Adidas, a woman earns just 86 cents

  • For every euro a man earns at Visa, a woman earns just 88 cents

  • For every euro a man earns at LinkedIn, a woman earns just 80 cents

The campaign has used these statistics to change the logo of the event these organizations are sponsoring. For example, instead of sponsoring the Women’s Euros, is depicted as proudly sponsoring the Women’s 58 cent.

Talented Ladies Club: #PayFair by Truant London

Overall Rating 5/5

Vote now
Brand Purpose Pay Gap Truant

More from Brand Purpose

View all


Industry insights

View all
Add your own content +