Last week, the Tampa Bay Buccaneers unveiled a campaign aimed at attracting more women to football. At first glance, the RED Women’s Movement seems like an OK idea, described as “a movement that will be led by the women of Tampa Bay, alongside the Buccaneers, to become innovators and leaders in changing the way football is enjoyed by women.”
Unfortunately, it goes downhill from there, quickly revealing a foundation that is both sexist and condescending. Public response has been overwhelmingly negative, although 500 women have reportedly signed up for RED since the program’s launch on August 6.
Since women represent roughly 46 per cent of NFL fans, marketing directly to them is inarguably smart business. By creating apparel that fits all forms (NFLshop.com even offers maternity wear), promoting Breast Cancer awareness, and slowly but surely challenging the underrepresentation of women within the League (Jen Welter is a great example), the NFL has found a number of ways to meaningfully market to fans who just happen to be women. But by assuming that women fans are fundamentally different from regular fans, the Bucs alienated a huge portion of their supporters.
Here are five ways the Bucs’ RED Women’s Movement totally missed the mark:
1) They repeatedly use the phrase “female fans”
Just because you’re drawn to the alliteration doesn’t make it a good use of language. “Female” sounds weirdly clinical, and you wouldn’t market to “fans with ovaries,” now would you? Of course not, that would be offensive.
2) They lump all women into one category
I get it; the campaign is targeting women who want to improve their knowledge of the game so that they’ll feel more comfortable spending time in a largely male-dominated environment. But let’s not assume all women need to brush up on the rulebook. Statements like “All women of the Tampa Bay Area are invited to join the movement” and “RED will re-invent the female fan experience” cast a pretty broad net. What about women who kill it in their fantasy pools? What about those who have watched the game their whole lives? What about season ticket holders? What about all the fans who grasp football because it’s not rocket science? The assumption that all women need a football education is both insulting and false.
3) They assume all women share the same priorities
In a very short write-up, the RED Women’s Movement main page mentions “style,” “fashion,” “home entertaining” and “culinary creations.” Yes, some women are interested in these pastimes, but mentioning them in succession in an article that’s supposed to be about football makes RED feel more like Madam Prudence’s Finishing School for Up-and-Coming Ladies of Society than a program to encourage fandom.
4) They reinforce stereotypes
A campaign that seeks to “usher in a new age of empowerment for the women of Tampa Bay” also assumes women will be interested in blending “personal Buccaneer pride with the latest NFL fashions” and “sharing their experiences and ideas via social media platforms such as Pinterest.” There are likely several pins and boards available that explain why people who assume make an “ass out of u and me.”
5) They pander
If you’re going to educate fans on the intricacies of football, don’t start with questions easily answered by Siri. The RED Term of the Week is of no use to me if I can Google a more satisfactory answer. Play clock? C’mon, Bucs. Is it wrong to offer educational courses to fans? Of course not, but let’s not pretend that separate classes for women are necessary or beneficial. Why not offer beginner, intermediate and advanced classes for all fans, and allow supporters to choose the level that best represents their current knowledge? It’s so crazy it might just work.
