TAMPA, FL (WFLA) – The Tampa Bay Buccaneers want women pumped up about football. So they launched a new campaign, Red. But it’s not getting the kind of attention the team hoped for. The Bucs want to appeal to women who want to learn more about the game of football and enjoy the latest NFL fashion and learn how to bake up yummy game day treats.
So how did that earn the team the title of “sexist” in the eyes of social media? The campaign launched Thursday and, by Friday morning, scores of major newspapers dedicated space to the campaign. Twitter lit up with comments like, “Is this real life? Who approved this? Game day style tips? Are you serious?”
A Washington Post editorial writer wrote: “Nothing says ’empowerment’ like ‘ Women, get into that kitchen and cook me up some Bucs brownies. “Some local fans liked parts of the campaign but thought it came across all wrong. “It’s degrading because there are a lot of people who are already involved in sports and they’re like I don’t fashion or a new campaign to get me involved in it,” said Kaylee Hill.
Her father, Walter Hill, owner of the Press Box in Tampa, agrees. “It’s not the right approach, I don’t think,” he said. “You come here to the press box any given Sunday, I would say half our customers are females, dressed in jersey, yelling and screaming just as much as the guys are.”
But not everyone is upset. Public relations pro – and football fan – Lizz Harmon was one of the first women to sign up for red. “I think if we could give the Bucs a chance, this could really work,” she said. “I could use more education on football and I would love to bring my friends into that circle.
And to the women who already know more about football than men do:
“That’s OK,” she said. “That’s OK. Maybe it’s not meant for you. If you feel that way, it’s OK, it’s not one size fits all.”