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Women's Tennis Boob Advertising: Sexist, Or Just Giving The Consumer What He Wants?

  • Rick Chandler

Of course I watch women’s tennis for the athleticism and thoughtful courtside commentary. But it’s come to my attention that many of you are only there for the breasts … lso occasionally ogling other naughty bits as they present themselves.

And so, Monica Puig of Puerto Rico (above left), Italy’s Camila Giorgi (right) and many other of the world’s top women’s tennis players ask — why not make some money off of that?

Giorgi, No. 54 in the world, had a special dress made (by her mother) for the current Italian Open. Swen over both nipples were advertisements. Puig, meanwhile, has a virtual billboard on the front of her outfit, promoting three different companies/organizations (among them the World Tennis Association). So, sexist, or good business?

Is it sexist? is the ongoing narrative in women’s tennis, as the sport seeks to reconcile that fact that many of its fans are just there to see the hot girls. Organizers of The Rogers Cup as much as said so in 2012 with this promo poster, which included the slogan “Come for the ladies (picture of two women’s players), stay for the legends” (picture of two men’s players). In other words, ‘we’ve got hot chicks, and then after they’re done playing, watch some real tennis.’ After several complaints, organizers pulled the poster and changed the slogan (“Making History, Re-Living History”).

But there’s no way around it: most sports fans are men, and most men like boobs. So, why shouldn’t a player make a little dough off of this fact? After all, Nike’s been slapping their logo on breasts — men and women — for years. Why do they get the monopoly on this idea?

And can it really be sexist if the women are doing it willingly, and getting paid? I say cover the entire body with ads — both men and women. That way companies can reach folks of all genders and persuasions, and keep our economy strong.

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