Sex Sells...Squash?

Should we use sex appeal to sell women's squash?

By Alicia McConnell

You no doubt recall this lass. That's Vicky Botwright and her proposed on-court squash gear. Photo by Steve Line/Squashpics.com

The first thoughts that come to my mind address or undress both sides of the issue. Yes, I think sex appeal can definitely help build and sell a brand. But I also can't help but ask the question, “Why do women have to be judged by their appearance and sex appeal rather than their skill?”

For squash to succeed, it first needs to become a more accessible and known sport. Would ESPN and other cable channels televise squash if we had a “sexy” player even though we don't have a “critical mass” of people that know and would watch the game? Does creating a “sexy” player or growing the game come first?

In professional sports I think all athletes should present themselves well and ultimately performance, not sex appeal, is what sport should be about. But is the American culture so wrapped up in stereotypes and role-playing, that sex appeal is the only way to sell a women's sport? Will our culture ever change?

Will men's sports continue to focus on aggressiveness as a virtue just as women's sport focuses on beauty? Clearly there is a double standard, but does it really matter? I haven't watched many football games where male athletes were concerned about their sex appeal. I would much rather watch Serena Williams play awesome tennis than watch another bloody hockey fight on the ice. But is Serena Williams sexy because she is so talented and athletic or is it the outfits that she wears?

Is an eight-year-old boy who loves and watches a lot football more prone to be aggressive as he grows up? Likewise, is a young girl who watches Anna Kournikova flaunt her sex appeal prone to feel she needs to be sexy to be successful?

I think I am asking more questions than taking a stand one way or another. I think it is up to each individual and how they want to portray themselves. Do they want to focus their energies on being sexy or talented?

Alicia McConnell reached a US all-time high of world #15

Should we use sex appeal to sell women's squash?

If it feels right, go for it!

By Sarah Fitz-Gerald

We all know the media is obsessed with certain sports: basketball and football in the US, and soccer in England are prime examples. So far, squash is not seen too often in the press. Since publicity is crucial to development and sponsorship of any sport, squash needs to look at all possibilities to increase its exposure.

The feminists may not like it, but there is no doubt pretty girls attract attention: Anna Kournikova has yet to win a tour event, but remains tennis' big draw.

Do you recognize this cheeky lady? Hint: She is the reigning World No. 1!

Many will remember my flirtatious photo when I appeared on the front cover of Squash Player Magazine and the Tennis Times, my supposed naked body hiding behind my racquet cover. This quickly produced media interest around the UK squash fraternity as well as in Australia. (Incidentally, my naked body was in fact bikini-clad, but readers were not to know.)

In more recent times England's Vicky Botwright appeared in many national papers in a g-string with the suggestion that this could be acceptable attire on the squash court—for women, of course!

Whereas Anna's playing ability or my unbeaten record for 18 months may not gain much media attention, Anna's all-round appeal, my imagined cheekiness and Vicky's shapeliness certainly will.

It has always been known that any publicity is good publicity. In these days of internet and cable TV, certain stunts are overnight successes. More importantly, for the good of the squash player involved and the sport, these ventures need a plan of action to support the hype they create. Extremists may object to Vicky's and my ventures and find it totally unacceptable, but speaking from experience, I achieved what I set out to do at that point of time in my career: get sponsorship—for clothes!

One point to remember: Hopefully media stunts such as mine and Vicky's can show that women squash players can be attractive, fit and sexy. All of these factors help create an interest and show young girls that they can play this great game, travel the world competing, make a living, and receive media attention.

If the player is eye catching and the stunt is tasteful and attracts the imagination of the public and potential sponsors, I personally give the player my blessings and a thumbs' up.

Sarah Fitz-Gerald is the reigning World No. 1 and five-time World Champion.