Sexism in marketing women’s sport and female athletes

This chapter uses a critical feminist theory perspective to examine the marketing of women’s sport and female athletes. It provides examples of how marketing executives, league officials, and corporate sponsors perpetuate the notion that the best (and perhaps only) way to market women’s sport is to focus on traditional standards of femininity and/or heterosexuality. It discusses recent research that examines female athletes’ preferences in marketing and endorsement campaigns, as well as recent research that provides evidence that historical and current tactics are not only ineffective, but also damaging. It concludes by suggesting we should market the reality of women’s sports and female athletes similar to the manner in which we market men’s sports.