Scottish Championship football team Ayr United has come under fire for promoting its latest kit launch by body painting a topless model in the club’s colours.
At a time when the woman’s game is gathering momentum as sponsors flock towards its untapped opportunity, club sponsor Bodog seemingly caused a stir by electing to echo its 2012 kit launch by painting a partially naked model.
Model Sabine Jemeljanova featured in a number of photoshoots for Ayr United that aimed to raise the profile of the Scottish club – perhaps for the wrong reasons.
STV news reported that Moya Dodd, former footballer and member of the Fifa Council, branded the unveil as “atrocious” on Twitter.
— moya dodd (@moyadodd) May 26, 2016
Similarly, Amy McDonald, head of youth at Glasgow City FC, tweeted too.
@moyadodd they have just advertised for a girls and women's development officer for their growing academy to do this is a backwards step!
— Amy McDonald (@Sportymcd) May 26, 2016
The use of models to launch kits is more often sparking backlash. Back in April, Brazilian soccer side Clube Atlético Mineiro's sponsor Dryworld elected to use scantily clad women to publicise its kit launch.