‘Sponsor women for talent, not looks’
MANCHESTER UNITED women’s head coach Casey Stoney has reopened the debate about the sponsorship of female athletes after claiming brands still place too much emphasis on a player’s appearance.
Although businesses are beginning to rethink their approach to women’s sport, the former England captain believes women’s sporting talents are often irrelevant when endorsement deals are being dished out.
‘I get extremely frustrated that female athletes get commercial deals based on the way they look, not based on what they do on the pitch,’ said Stoney. ‘I’ve seen people get massive deals who’ve barely even kicked a ball in anger for their national team, but because they look a certain way they get a deal.
‘Someone who has got 100 caps, scored goals for their country and is extremely talented, but might not have the same look to a commercial partner, isn’t considered.
‘This doesn’t happen in the men’s game. In the men’s game, if you’re talented you get your rewards because of your talent.’
And Stoney says the issues stretch beyond football.
‘I don’t think that it’s just football... that’s women’s sport in general. You see it in tennis, because some of the most successful players ever earn less money than those that maybe are a little bit more attractive.
‘That is a frustrating thing for me. I would like the women’s game to be seen through talent, ability on the pitch and what they can do to help their team win.’
After defeat to Manchester City in their first match in The Barclays FA Women’s Super League, Stoney’s side host reigning champions Arsenal at Leigh Sports Village Stadium tomorrow.