. . . Her talent would weigh more than her looks. Do fans want a sexy vixen in the game? Do they really want someone who is hot, or do they want someone who is talented? Is it possible to be plain, or even an ugly Betty, and still garner respect as a female athlete? I would argue the results are mixed, but society still lean towards good looking women for TV ratings and respect.
For example, there are several sexist statements about female athletes and the argument is female athletics is hard to sell I have heard. Why? Beause there are people who do not want to see masculine looking women or women who play “violent” sports. Or, there are people who believe women are to be ladies and certain sports like hockey or football are designed for men. The best one I ever overheard was a question posed to a sibling, “She knows way too much about sports. Are you sure your sister isn’t gay?” (No one should be judged for their orientation or preference by the sport s/he plays.)
There is evidence that more and more people are shedding these types of chauvinstic notions of what is appropriate for a female athletes. More people are watching and attending women sports than ever. Women’s UFC and the WNBA both have a healthy following with people watching from their homes. The WNBA viewership was up 91% in 2014. The women’s World Cup, also, held its own with 4.7 million viewers tuning in for the United States-Colombia match.
Women athletes are still admired for their female qualities like beauty and generousity over their brawn and talent. Female athletes are still lacking support in sponsorships, salary, and respect based upon their brawn and talent for lacking the necessary aesthetic qualities.
Serena Williams is the greatest female tennis player in the world, and yet people still criticize her about her looks. Gabrielle Douglas is a world class gymnast, and people were more concerned with the way her hair looked than the fact she was sticking landings in the last Summer Olympics. In 2010, the Bleacher Report wrote an article about the 15 ugliest athletes–number 12 was Billie Jean King–“the” pioneer for women in tennis.
To be fair even male athletes can feel the heat about looks like Prince Fielder in 2014’s summer issue of ESPN’s Body Issue. Fielder was criticized for being “overweight” and nude. Every athlete in the Body Issue was nude. It’s an issue that’s suppose to celebrate the unique physique of the world’s top athletes. And despite, Fielder’s remarkable career in baseball, he was criticized for his physique–the very thing that allowed him to have a great career.
So the statement from Mark Lazarus, an executive for NBC Sports, who stated a year ago that he wished the guys playing in the Stanley Cup would shave off their beards doesn’t really seem so far off based. As Lazarus stated, it would make the Stanley Cup playoffs more appealing to fans especially to female and older fans to see the handsome faces of the players. And one can figure this is one of the reasons the women hockey and football leagues have struggled to gain traction in the television market and media with the exception of the Legends League.
Over the years, players in the WNBA, UFC, boxing, tennis and women’s hockey have allowed themselves to be displayed as sex symbols. The same cannot be said of players within the WFA, IWFL, or the LPGA. But should they? Obviously, their male counterparts are financially and on the field successful without playing up their looks. So, why should the women have to play up their looks to be considered a commodity?
Looking at endorsement deals, the results are mixed. However, athletes like Michael Jordan, Anna Kournikova, or Serena Williams have earned large endorsement deals with their talent and sex appeal. But there have been athletes like Tiger Woods who hasn’t cashed in on his looks but still has had great success in cashing in on endorsement deals.
Even off the field and in the office, ladies like Jeanie Buss, Dr. Jen Welter, Pam Oliver, Becky Hammon or Kathryn Tappen are rated on their appearance, or who they are dating, and not necessarily on their ability to get the job done outside of the sports arena.
The choice is truly up to the athlete. The female athlete or executive has to ask herself, “How do I want to present myself to the world? What is my brand?” If you come from where I do, looks matter in the sports industry and without it you are nothing. I beg to differ. But then again, I would prefer to be like Martina Navratilova–who obviously has talent-than Chris Everett or Kourkanova, known best for looks than her talent.
I think true fans can appreciate talent. “Not being cute” has nothing to do with whether I can wax your behind down the field or destroy you in a contract negotiation. Looks are nice but they do fade . . . records are made to be broken and that takes talent. Talent can be developed, looks can’t. Besides, if I was boy, you’d take me seriously in the sports world.