Sex will sell women’s football – Swedish supremo

Lennart Johansson, the 75-year-old Swede who runs European football, has expressed controversial views over the way women's football should be promoted.

Johansson believes sponsors must make the most of womens’ physical attributes.

“There are companies who could make use of a sweaty, lovely looking girl playing on the ground and it would sell,” he told BBC Radio.

“Otherwise they have to accept that the money that they ask for comes when the spectators are coming and when the sponsors are interested.”

Johansson’s comments follow a similar line to those made by FIFA president Sepp Blatter, who has previously claimed women should wear “tighter shorts”.

“Let the women play in more feminine clothes like they do in volleyball. They could, for example, have tighter shorts,” Blatter, 69, said recently.

“Female players are pretty, if you excuse me for saying so, and they already have some different rules to men – such as playing with a lighter ball.

“That decision was taken to create a more female aesthetic, so why not do it in fashion?”

Johannson steps down as UEFA president in 2007 when Germany’s Franz Beckenbauer, the 1974 World Cup winner, and France’s Michel Platini are bidding to succeed him.

Germany and Norway, who meet in the final of the European women’s Championship at Blackburn on Sunday, might not find the comments so amusing.

(AFP)