The Olympics are big business, especially this year’s Games, as marketers try to get their brand in front of a host nation with one of the fastest growing economies and the world’s largest population. So it was no surprise when I saw the above ad in SI’s Swimsuit edition this past week. The add depicts USA Soccer’s Heather Mitts, Olympic Track and Field hopeful Brianna Glenn, and USA Softball’s Lovie Jung, although you have to read the very fine print at the bottom of the page to realize who it is.

The ad is obviously supposed to show off the sexy side of team USA, however, I wonder if it hurts or helps women Olympians. All three of these ladies are very attractive but does it sell their body and not their athletic ability…especially as the names of the three are so little in contrast to the rest of the ad? In fairness there was also a foldout ad with Amanda Beard of the US Swim Team, so it appears that it is a campaign of sorts.

I really have no issue with women athletes using sex appeal to help highlight their sports and themselves, I just wonder if it really works? Although, I admit that a few years ago I watched a few women’s softball games because of the fame Jennie Finch received so maybe it does? Do womens sports like Soccer and Softball need this type of exposure to be relevant, and will people watch these sports without the “sex” factor?

As the lines between marketing, sports, and entertainment blur, the reason why we watch may be irrelevant, as long as we are watching? But does it help or hurt when brand marketers are willing to sell sex with the Olympic spirit?