Sports marketing

Asher-Smith targets double standards in sports marketing | More sports news

Britain’s fastest sprinter, Dina Asher-Smith, criticized sports marketers for the differences in the way they present male and female athletes, saying too many posts featuring women focus on aesthetics rather than sporting success.
The 25-year-old, a three-time European gold medalist and British record holder in the 100 and 200 meters, said that while marketing campaigns involving elite female athletes had improved in recent years, efforts were being made. still needed to “speed it up”.
“With the men, if you’re the winner, you’re the MVP. You get the trophy, flowers,” Asher-Smith wrote in the Players’ Tribune.
“If they market a new pair of soccer shoes, they’re going to use someone like Lionel Messi… not someone who only plays recreationally just because he fits the picture better.
“Yet that is often the case … with women. Because they correspond to an aesthetic ideal? What kind of message does this send to the eight-year-old … to girls who aspire to to become athletes? ”
Women-only sport only attracted 1% of the sponsorship market, 3% of print coverage and 4% of online coverage, according to a Nielsen study in 2018, while less than 20% of all sports televised only covered women’s or mixed sports.
Asher-Smith asked why the achievements of sportswomen like Marta, Katie Ledecky and Shelly-Ann Fraser-Pryce were not highlighted to the same extent as those of Messi, Tiger Woods and other successful sportsmen.
“If you are the GOAT (the greatest of all time), the world record holder, the gold medalist … you deserve everything. At least it’s for the men,” he said. she adds. “But there are countless examples where this is not the case in women’s sport.
“We can see the double standard … but the eight-year-old can’t. She thinks that while you are the best your sport has ever seen … it’s even more valuable for the story of this. industry to adapt to an aesthetic. ”