Swiss beefcakes lure wives, girlfriends

Curt Nickisch Jun 2, 2006


MARK AUSTIN THOMAS: The World Cup kicks off one week from today. Host country Germany hopes for a big boost to its economy. But Curt Nickisch says a neighboring country wants to attract some cash from those left behind.

CURT NICKISH: While fans storm Germany and gaggles of ticketless men flock to their TV sets, Switzerland is hoping to cash in on their “soccer widows.” The Swiss tourism board is running spots in European markets showing hunky Swiss men at work.

[ Commercial: Dear girls, why not escape from this summer’s World Cup to a country where men spend less time on football — and more time on you! ]

My favorite: Mr. Switzerland milking a cow.

But the ad campaign may have backfired in Italy where some jealous men have reportedly bagged their trips to Germany to stay home with their women.

I’m Curt Nickisch for Marketplace.

There’s a lot happening in the world.  Through it all, Marketplace is here for you. 

You rely on Marketplace to break down the world’s events and tell you how it affects you in a fact-based, approachable way. We rely on your financial support to keep making that possible. 

Your donation today powers the independent journalism that you rely on. For just $5/month, you can help sustain Marketplace so we can keep reporting on the things that matter to you.