Lingerie Football League launches in Australia [VIDEO]

By John Davidson / Roar Guru

It’s the fastest growing sports league in the US, according to BusinessWeek magazine. It’s also the fastest growing women’s sport in the world, according to Brisbane Entertainment Centre general manager Trish McNamara.

Did I mention it involves attractive women, in lingerie, playing modified NFL football?

(Gallery from today’s press release and video below)

While A-League clubs die and NRL teams suffer severe financial difficulty, the Lingerie Football League (LFL) is having a crack at the Australian market.

They are holding two exhibition games, in Brisbane’s Entertainment Centre on June 2 and Sydney’s AllPhones Arena on June 9, ahead of the launch of an Australian league in 2013 featuring teams from Melbourne, Perth, Sydney and Brisbane.

The first LFL game was played in Los Angeles in 2004. Sponsors and TV coverage followed, and in 2009 a fully-fledged competition was formed. Over the past three years the LFL has secured a national TV deal in the US and is shown in more than 40 countries around the US, including Australia.

It has already held games in Canada and Mexico, and is planning to create leagues in Canada and Europe over the next two years.

As mentioned, in Australia, the LFL is shown on Fuel TV and organisers claim it has developed a “cult-like following” on the pay TV channel. It’s hard to move past the view that this is a sexist sport that objectifies women, purely for male viewers. But the LFL claims this is not the case.

“Most people have not seen a game, haven’t been a to a game, they’re just basing it on the term that it’s called the Lingerie Football League and that’s understandable,” Mitchell S. Mortaza, chairman and founder of the LFL, says.

“But honestly when you go to a game, what you’re going to see is incredible athletes that were former collegiate athletes that take the game very seriously.

“We use, certainly sex appeal in the title Lingerie Football League to sell the product, to bring media attention to it, to bring in curious fans but unless it was a real sport and we were serious about the athletics it wouldn’t have shelf life.

“Not only would it not sustain, it wouldn’t grow and we’re seeing the growth, both domestically and internationally, and that’s happening because of our focus on the athletics of it. Is it objectifying women? I don’t think so. They’re all educated women… They wouldn’t allow themselves to be objectified.”

The face of the LFL’s push into Australia is Australian player Chloe Butler, who is a member of the LA Temptation.

Butler, a former Australian rep hurdler and ACT rugby union player, says: “We definitely wouldn’t be a part of it if it were objectifying women. You have to admit it, marketing is a huge part of the entertainment business.”

Butler likened it to the use of sex appeal by English footballer David Beckham.

Adrian Purcell, two-time LFL All Star with Tampa Breeze, says: “I would never allow myself to be objectified. People come to the games for the uniform but they come back for what we put out there, the product we put out there.”

Check out my interview with LFL head Mitchell Mortaza and some footage of the media event today at Sydney’s Centennial Park below.

The LFL says it’s a real sport, one not played by models. The league proudly brags about the broken arms and noses its players have suffered as a sign of its toughness and competitiveness.

Real sport or not, the LFL has bold plans for Australia and the world. They say they are outpacing where the WWE and UFC were in their third seasons, and the creation of a World Cup and World Bowl is in place for 2014. NFL, the premium gridiron competition in the US, is not very popular in Australia, so it remains to be see how big a crowd they will pull.

Beach volleyball is played in bikinis at the Olympics, is this any different? Obviously other women’s sports here like the W-League and WNBL are played with proper uniforms, but undoubtedly the LFL would point to its wide appeal and global success as reasons for its use of lingerie.

The simple fact is, it’s hard to take seriously when the players are in their bras. But, according to LFL player Purcell, there are “no pillow fights” or “sleepovers”. Feminists won’t love it, but readers of Zoo Weekly will.

What do you think, Roarers?

Twitter: @johnnyddavidson

The Crowd Says:

2012-08-31T04:57:54+00:00

amazonfan

Roar Guru


"You must have a lot of time on your hands and be craving a bit of attention if you feel the need to personally criticise people's opinions with such ferocity." So says the person who attacked other people with such ferocity in her original post (perverts, for instance). I could say the exact same thing to you. You must have a lot of time on your hands and be craving a bit of attention... "I didn't find the need to criticise everyone else, I was just commenting on the article" Right, whatever you say. To think that people criticise other people's opinions on a discussion site, that's horrifying. "and my opinions are not irrelevant to me." If you're referring to when I labelled one of your comments irrelevant, I stand by that. Your being female, an athlete, and a mother of young boys, is irrelevant. Why do you presume that your bio lends further credence to your opinions? I wouldn't presume that my bio lends further credence to my opinions. "I suggest you read the Roar's "comments policy". Give me a break. Are you really this sensitive? Not to mention hypocritical? My post was fine. Perhaps you should read the comnents policy, or better yet, not go onto a sports site? Ridiculous. "Good luck to you." Whatever.

2012-08-31T02:01:40+00:00

The Cattery

Guest


Don't really like the concept. Would much prefer Australian sports fans support the W-League, ANZ netball, women's basketball, etc, etc.

2012-07-26T06:19:18+00:00

Bela

Guest


As a female, an athlete and as a mother of young boys, I am outraged and saddened that women are portrayed like this and those women that choose to portray themselves like this are degrading women...who cares if the participants are well educated, you aren't telling me the guys watching this are marvelling at the women's brains, but rather just ogling at their bodies. My sons look at me with questioning glances and look uncomfortable when these ads come in Fuel tv...now we don't watch the channel, we are so sick of the "smoking hotties" (aka trogs) and the Lingerie Football ads... Imagine all those women that fought long and hard for equality...they would be rolling in their graves...wow, this is wrong on so many levels...shame on the people that thought of it and shame on them for spreading it around the world for countless perverts to view women in a degrading and objectified manner. Will men play NFL in their jocks? I'm sure that won't happen, they wouldn't want to be viewed in such a way...what a shame these women think it's ok to humiliate themselves like this.

2012-07-03T13:58:19+00:00

Wendy

Guest


Why do the men wear all that padding? Are women not allowed the same protection? Australia has OHS regulations. Where is the safety in playing football in your underwear? As for beach volleyball, again the men are covered and the women wear skimpy bikinis. Not a nice look when you're diving for the ball with your legs spread eagle! Would love to play both games but would never play in uniforms that are not only pathetic but unsafe.

2012-06-01T16:06:14+00:00

hdotpdot

Guest


I actually feel really sad for these women having to resort to wearing those skimpy outfits to play their beloved sport. I'll stick to watching and supporting professional female athletes and sporting teams who have gained recognition for their skills and sporting talents not for their boobs and butt. As for this Chloe Butler who likened the Sex Appeal of this LFL and David Beckham. The difference is that David Beckham is fully clothed when playing matches, off pitch he can do whatever the hell he does whereas you're playing with only panties and a bra on the pitch BIG DIFFERENCE!

2012-05-21T05:13:34+00:00

Kate

Guest


This does not get 'women's sport' front and centre. This gets women's bodies front and centre. Men aren't going to these games because of some sudden urge to support women's sport. They're going for the T&A.

2012-05-07T01:31:47+00:00

the Smoking Captain

Guest


Even the League founder Mitch Mortaza previously admits his audience is “mostly beer-drinking college students aged 21 and up!” So why do people expect so much! Go LFL Go!

2012-05-03T16:04:53+00:00

amazonfan

Roar Guru


"This argument – “how can it be degrading of the women consent?” is a completely false argument. Just because a small percentage of women are willing to do something, doesn’t mean it’s not degrading to women in general." I don't agree in the slightest. You may consider it to be degrading, however that does not make it objectively so. "If you could convince 32 African American men to play football in loin cloths and African war paint for enough money, would not automatically mean that’s not seriously racist and degrading to all black people." There is a massive difference between the two. Putting women (or men) in a willing situation where their bodies will be gazed upon, which happens in other sports such as beach volleyball, is not even in the same planet as perpetrating the stereotype that African-African men are uncivilized and primitive (which is what the implication of that is). "I’m sick of this argument." I'm sick of the 'it's degrading to women in general argument', so I guess we're both sick of something. "As far as I’m concerned the fact that the only way women’s football can get an audience is if they’re wearing lingerie is degrading and sexist by default.' Good for you, however, perhaps the women who participate disagree you? You may consider it to be degrading and sexist, but don't pretend as it is anything but your opinion. Furthermore, as I said in my earlier post, I don't really like the game. I think it's stupid, and there are other women's sports I am much more interested in. However I don't think it's degrading. You may, fine, however I'm going to leave it at that, as I've said all I have to say on this matter.

2012-05-03T15:03:43+00:00

Geoff Lemon

Expert


Precisely. The uniforms in athletics or the like have a practical purpose. The volleyball ones don't, and that's why they've been the subject of a lot of complaint, including from plenty of volleyballers. The 'uniforms' for LFL state clearly that the most important thing that a woman has is her body, and the willingness to get it mostly naked. It says that the primary worth a woman has is her ability to turn on a man. That's the very definition of objectification: that the human being is of secondary importance to the tits. And that's a pretty ugly perspective.

2012-05-03T14:58:05+00:00

Geoff Lemon

Expert


Well said. Agree, agree, agree.

2012-05-03T12:59:22+00:00

med_stu

Guest


This argument - "how can it be degrading of the women consent?" is a completely false argument. Just because a small percentage of women are willing to do something, doesn't mean it's not degrading to women in general. If you could convince 32 African American men to play football in loin cloths and African war paint for enough money, would not automatically mean that's not seriously racist and degrading to all black people. I'm sick of this argument. As far as I'm concerned the fact that the only way women's football can get an audience is if they're wearing lingerie is degrading and sexist by default. I'd like to play football, but as far as I can see men playing is interesting enough that people will go out of their way to watch, and pay a lot of money to watch them play fully clothed, but I'm only worth watching if I'll do it half naked so people can leer at my body. Seems like a really fair and equitable system. Obviously none of those women are playing in this league because it's the only way they can play football on a world wide stage, as ooposed to them just really wanting to play in almost nothing.

2012-04-13T18:18:26+00:00

amazonfan

Roar Guru


I'm not a fan of LFL, BUT... "What about the children and teenagers that will see this. Very wrong in my view, in my opinion LFL may send out subliminal sexualised messages. And that is not good for children or teenagers to be exposed to such images ." Firstly, you are putting teenagers and children together? The average teenage boy has almost certainly seen far 'worse'. "And what about the issues of sexism and degrading of women. Women begin seen as sex objects, or having there sexual attractiveness shown off, what would the feminists be saying about LFL. " How can it be degrading if the women consent? Nobody forces them to do it. The same for being seen as sex objects. Whether they are or they aren't, it's the choice of the women to participate. Feminists may not like it, however I would argue that anyone who calls themselves a feminist (as do I) have to respect women's choices. Ultimately I don't particularly like the game. But what I dislike even more is the idea that its willing participants are somehow degraded, or that it should be censored because of the children. That's just ridiculous.

2012-04-13T05:34:37+00:00

Chop

Guest


Got my tickets and by the look of where our seats are, I'd say there's a lot been sold already. I'm surprised there's not a Melbourne game.

AUTHOR

2012-04-13T04:21:02+00:00

John Davidson

Roar Guru


Brett and Matt F, what I can I say, I'm dedicated to my work. I'm interested to see how big and what type of crowds they get to the Brisbane and Sydney games in June.

2012-04-13T01:22:28+00:00

Chop

Guest


Are you serious? Do you take your kids to the beach? Do they see cheerleaders? I bet you haven't even seen a game to judge. It's a great view I concede that but I'll steal a line from a movie I can't remember 'They maybe hot but those chicks can play'

2012-04-12T19:34:16+00:00

Uncle Eric

Guest


I wonder how often the lingerie gets removed? Lot of froth, bubble and 'tit' elation really. Just goes to show the crap people will pay good money for, in the immortal words of Frank Zappa 'every day someone tries to sell you something you shouldn't oughta buy'. God bless America.

2012-04-12T14:57:10+00:00

Dubble Bubble

Guest


Makes sense.If they want people to watch womens sports whose practitioners are generally inferior to the males in any particular sport ,hence haviing male/female divisions, then the women have to bring something extra to the table.

2012-04-12T13:55:24+00:00

Bludger

Guest


It's better than that garbage netball they are dishing up to us.

2012-04-12T13:06:02+00:00

KNACKERS

Guest


Many of the fairer sex have long complained that womens sport is vastly underepresented in the public space let os hope that they are the first to applaud this audacious attempt to place women's sport front and centre

2012-04-12T11:51:40+00:00

Big john

Guest


Well it has to be better than womens tennis. The game would last longer anyway.

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