Selling sex doesn’t sell sports


Sports media and organizations often overlook athletic performance for sex appeal

Kyle Brown
Sputnik (Wilfrid Laurier University – Brantford)

BRANTFORD, Ont. (CUP) — “Let the women play in more feminine clothes like they do in volleyball.”

These were the words that FIFA president Sepp Blatter uttered back in 2004, sparking intense controversy.

“They could, for example, have tighter shorts. Female players are pretty, if you excuse me for saying so, and they already have different rules to men – such as playing with a lighter ball.”

Blatter’s comments caused an outcry among female soccer players all over the world, but in truth, he was not saying anything new. Sports organizations and the media have been attempting to exploit the sex appeal of female athletes to sell sports for years.

2009 saw the most blatant example, when the Lingerie Football League was created: a professional female tackle-football league that sees the players wearing only bras, panties, shoulder pads and helmets, with clear visors instead of face masks of course.

Not all examples are this blatantly obvious, however. In 1999, the ruling international governing body for volleyball (FIVB) standardized beach volleyball uniforms to be smaller, even implementing a maximum size.

“There really is no empirical proof to prove this assertion,” explained Nicole Lavoi of the Tucket Center for Research on Girls and Women in Sports at the University of Minnesota. “Yes, we know sex sells – it sells jeans and perfumes and God knows what else. But nobody has any proof that sex sells women’s sports.

“It’s a big assumption. And those of us that critique that assumption, say, ‘Show us the data,’ because we have data that says otherwise. To those that actually want to consume women’s sports, it’s quite an offensive assumption.”

It’s the media portrayal and coverage given to women’s sports that puts an emphasis on sex. Each year when tennis’ Rogers Cup rolls around, it is rarely the number-one seed that gets to grace the cover of Canadian sports sections, but instead one of the players with universal sex appeal like Maria Sharapova.

“[This] makes female athletes think they have to promote this kind of sexy, hetero, feminine image, whether they want to or not,” Lavoi said. “It’s kind of like that’s the business, so that’s what you have to do.

“This is problematic, because it has nothing to do with athletic performance, but it’s kind of seen like you have to play this game to be promoted, and not all female athletes can conform to that feminine norm.”

By that same token, however, it’s hard to ignore the fact that some female athletes do project this sexy image themselves in other forms of media. Last year, U.S. Olympic skier Lindsey Vonn famously posed in a bikini atop a ski hill for Sports Illustrated, while tennis star Anna Kournikova has posed for men’s magazines Maxim and FHM multiple times.

Lavoi believes one reason for this could be the result of poor media attention and endorsements towards women’s sports, so the athletes are trying to take advantage of their fame and make a significant amount of money to help fund their training and simple living expenses.

The other side, according to Lavoi, is that these female athletes feel they have a choice to show off their bodies, but don’t realize that the choice is created in an unequal system.

“Yes, they have a choice, but their choices are tempered by this whole binary system that female athletes are never valued as much as male athletes,” Lavoi said. “So when they go ahead and sexualize themselves, they’re in fact becoming part of the problem, not the solution. But they don’t see it that way. And it’s not their fault they’ve been co-opted into believing this is the way to promote female athletes.”

Regardless of the reasons for sexualizing female sports and female athletes, it simply is not working in promoting the sports on the same scale as their male counterparts.

Looking at basketball figures, the WNBA averaged just over 7,800 fans per game in the 2010 season, while the NBA averaged a whopping 17,520. In college hoops, the female University of Connecticut Huskies team – who had a record 90 consecutive wins and were named third on SI’s “Teams of the Decade” – averaged 10,182 fans per home game, comparable to the Xavier University men’s team, who finished 44th in overall attendance.

Lavoi believes the media must cover women’s athleticism as opposed to the “sex sells” approach and that female athletes must stand up to this idea in order to get women’s sports appreciated for the athletes themselves.

Another possibility, however, could simply be time-based.

Compared to the men’s professional leagues, many women’s pro sports are still in their infancy and trying to break into the mainstream market. Coverage and attention have gone up in recent years, so these leagues and sports may just need to go through this rough patch and time will bring them the desired attention.

The worst thing for them would be to be typecast for their sex appeal – that is, if they want to be taken seriously.

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