The skills and abilities of women in sports are undervalued on and off the field. Until the playing field becomes level, sex appeal will continue to outshine female athletes’ accomplishments.
In the documentary series Nine for IX, ESPN recently addressed the issue of why female athletes’ careers are taken less seriously than those of their male counterparts. The series honours the 40th anniversary of Title IX, a U.S. law that states no one should be excluded or treated unequally on the basis of gender from activities receiving federal money.
The law has helped give women a fair opportunity to participate in sports. However, sexism in sports continues to exist.
Women in sports struggle to obtain the same athletic recognition as male athletes. Many females are viewed as sex objects before being athletes.
This is a Catch-22. How can women’s sports gain higher ratings without sex appeal, if viewers want female athletes to look and dress a certain way?
Lingerie football and the body issue of ESPN The Magazine fuel the fire to why women are “branded” differently than men. Stripping down for endorsements or magazine spreads have nothing to do with how talented the athlete is.
But, since women’s sports generate less money than men’s because of significantly lower ratings, many female athletes have to rely on their physical image for money and attention through endorsements.
Athletes who market their sex appeal are encouraging sponsors not to focus on their athletic abilities. Nine for IX reveals that sponsors want female athletes to portray the image of either “the girl next door” or “the sexy vixen.”
Male dominated sports such as the NFL, NHL, and NBA have huge followings, resulting in hefty salaries for the players. Many male athletes are judged solely on their performance and skills and do not need sponsorships to make money. According to Sports Illustrated, the top 50 highest paid athletes in 2013 are all male.
Following the common trend of becoming a model in the sports industry can backfire. Athletes who use their sex appeal to their advantage, such as tennis star Maria Sharapova, are more prone to public criticism for what they are willing to do to be recognized. With lower ratings, pay, and less coverage than men’s sports, it is understandable that women use their looks to create buzz around their sport.
Pop culture has convinced us that large muscles are sexy on men but not on women. Society perceives lean female athletes to be more desirable than those who are well-defined.
Not all great athletes are hulking, but often endorsements are given to attractive women who may not be the best athletes. It is unfair to reward appearance over talent.
The solution to equal acknowledgement relies on the fans’ acceptance of the athletes’ skill. The cycle will end when women in sports are regarded as athletes instead of than sex objects.