Apparently Tennis Canada thought “the ladies” would draw in bigger audiences to watch the Rogers Cup (the Canadian Open) rather than say, intense professional tennis matches between world-class athletes. And once ticket-purchasers were already there to ogle at “the ladies,” they might as well stay to watch “the [male] legends,” you know, because they’re the skilled athletes– the ones worth watching for something other than their short skirts and bare arms. The ad is yet another example of the athletic talents of women in sports being overlooked in favor of their sex appeal. Here’s another and another.
Confronted, Tennis Canada released a revised advertisement and an apologetic statement. Whoops- we didn’t mean to discount their contributions to the sport! “We apologize if the original combined campaign slogan was perceived to be sexist or at all derogatory to the women of Rogers Cup. It was never our intent but hopefully the adjustments we have made – all of which should hit the market next week– address the concerns voiced.”