Despite Competition Success, Sportswomen Will Be Far More Successful If They Are Attractive And Marketable.
It is a growing issue that some elite sportswomen are more ‘successful’ merely because of their looks and sex appeal. As a result, they gain much more publicity and recognition because of the sponsorship and marketing. The Australian Sports Commission (online) claims that sexploitation, the sexualising of athletes, applies to forms of marketing which focus attention on the sexual attributes of female athletes. In this context, the value of the sportswoman is judged primarily in terms of her body type and attractiveness, rather than for the qualities that define her as an athlete. This creates an ironic situation for elite sportswomen. In order to attract media and sponsor interest, i.e. become ‘successful’, many female athletes resort to marketing themselves or their sport for their ‘voyeuristic potential’. However, if this approach is successful, the increased interest is not on their performances and successes, but on their sex appeal.
Athletes blessed with......
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