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| Nicola Adams was the first women to win an Olympic boxing title |
In the immediate aftermath of the London 2012 Olympic Games, the
International Olympic Committee hailed the Games as “an historic step towards
gender equality” with men and women competing in all Olympic sports.
But now three years on from London 2012 I am left wondering whether
there has been that much of a difference.
The Olympics has helped bridge the gap between male and female sports.
But in terms of marketing and revenue there is still a massive discrepancy in
certain sports.
Provocative Marketing
Levels of public interest would suggest that society as a whole doesn't regard women’s sport as either as talented or as interesting as male sports. To
combat this women’s sport has often had to find another niche marketing
strategy, some good and some very outdated.
Even in 2015 there still is an unfortunate tendency to sexualise women
athletes throughout the world of sport. The target audience is still
fundamentally straight men and therefore many female athletes have had to
resort to marketing themselves in a more provocative manner and gain publicity.
The recent raunchy advertising campaigns from the US women’s volleyball
team and the tennis player Caroline Wozniacki are dangerous for the future of
women’s sport as they cause society to see beauty or provocative behaviour as a
necessary tool in being recognised in sport.
In fact, particularly in the world of tennis, it is difficult to find a
case where an athlete hasn't been marketed in a sexual way.
A Family Atmosphere
The FA Women’s Super League – the equivalent of the Premier League for
women’s football in England – hasn’t fallen into the same sexualisation trap.
The league understands that it cannot compete with the money or popularity of
men’s football and so has approached marketing in another way.
There are a number of small marketing adaptations, but probably the most
important is that the WSL has marketed itself for family audience. Examples of
this can be quite subtle with the choice of font and colour scheme.
Also the league represents all competing clubs in the same family-friendly
fashion which enhances the community feel of women’s football. The portrayal of
being family-friendly is especially important when considering the bad
reputation men’s football has received with crowd violence, racism, homophobia
and swearing.
The FA Women’s Super League is a success story for women’s sport
particularly as TV giants BT Sport show a selection of live games as well as
highlights of both divisions. The league has been very clever with delicate
marketing techniques promote the talent available in women’s football whilst
distancing itself with the worst aspects of the men’s game.
People often look towards tennis as being an example where men and women
compete equally. However I would argue that, although they do gain the same
publicity and prize money, the marketing of women tennis players’ shows an
inherent level of sexism.
Instead we should be proud of institutions like the FA Women’s Super
League which doesn't stoop to provocative behaviour to advertise the sport.
Instead it is not afraid to market itself as different to men’s football.
