NFL team’s sexist attempt at outreach alienates female fans

The National Football League’s Tampa Bay Buccaneers unveiled an initiative called RED to appeal to female fans. Unfortunately for, well, everyone, within hours of the announcement the initiative had already been derided as condescending and sexist. The initiative features tips such as: “How to blend Buccaneer pride with the latest NFL fashions,” or how to share your “experiences and ideas via social media platforms such as Pinterest.” If that’s not enough, you can also get “practical advice on how to express [your] love for the Bucs into original design projects, fashion-forward team apparel and creative culinary creations.” The initiative also promises to help educate women on the intricacies of the game. One such helpful RED video features running back Doug Martin explaining that his job is to “run the ball.” The NFL has been realizing the value of reaching out to female fans, but the Buc’s initiative seems to be based on the assumption that most female fans are ignorant, fashion-obsessed homemakers. To real fans it would be laughable if it weren’t so depressing.

Read the full story at The New York Times.

Read the Buc’s announcement at Buccaneers.com.

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