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SBD Global/October 10, 2012/Marketing and Sponsorship

Former England Cricketer Ebony Rainford-Brent Believes 'Sexing Up Women's Sport Is Key'

Former England cricketer Ebony Rainford-Brent believes that "sexing up women's sport is key to attracting new female spectators and participants," according to the BBC. Rainford-Brent told BBC Sport that "more needs to be done to attract people to women's sport." She said, "You want women to be attracted to the sport, but sex sells. Some of the biggest barriers for young girls playing sport is the image and being sweaty or a bit masculine, so if you can make the sport more attractive for females to play then you will attract more girls in. Rainford-Brent has also "praised the impact of the World Twenty20 in increasing the profile of women's cricket." Rainford-Brent said, "The decision of the ICC to put the women's T20 alongside the men's event is fantastic because the girls are getting the same sort of coverage in the semis and the final playing before the men" (BBC, 10/8).
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