I’ll say it again, SOCIETY is sexist. This sexism expresses itself in many different ways, from under-representation in boardrooms/public office to more “trivial” comments about “women drivers” and such.
Sponsors employ women in bikinis at sporting events because that is what they believe will help them shift units, because they understand that society is sexist, so pander to sexist views of women. It is not the job of sponsors to challenge sexism, it is their job to sell things to society. So, if society is sexist, sexism sells…
If you are lucky enough not to be negatively affected by sexism, or unaware of how sexism may negatively affect you, you may not see sexism as a problem. You may well even argue that sexism does not exist, as, in your own experience/awareness, it does not.
THIS DOES NOT MEAN SEXISM DOES NOT EXIST.
The fact that you are far more likely to see women standing around in bikinis at many sporting events rather than competing in said sport is an expression of a SEXIST society. The very fact that women in bikinis at a WOMEN’S sporting event has caused such a stir is confirmation of this.
It is not the women in bikinis that is an unusual sight, it is the women ON THE PODIUM. The image of the women on the podium causes us to really see the women in bikinis for what they are, an expression of SEXISM. Whether or not we choose to recognise what we see for what it is and begin to properly challenge sexism in sport is an individual choice and is usually dependent upon whether or not we benefit from the status quo.
It is very important that we see the sexism in society, whether it affects us or not. The only way to make society more equal is for those who benefit from inequality to stop shrugging their shoulders and take responsibility. Recognise that you are benefiting from an unequal society, then make the choice whether you want to challenge that inequality and fight for equality or support sexism by continuing to benefit from it.
If you chose the latter, fine, but understand that your need to defend sexism is most likely a result of your benefiting from it, whether you realise it or not.
Sorry for the rant, I’ve had a couple of ciders, they’ve always made me quite philosophical.