Breast mate !! Anger of female players as sport closes promotion deal with breast enlargement company
- International Chess Federation (FIDE) under fire for deal with Establishment Labs
- It is a company that produces and markets breast implants under the Motiva brand.
- Many believe the new sponsorship deal will hamper women’s progress in sport
After the success of The Queen’s Gambit, there was undoubtedly high hopes for the Year of Women in Chess in 2022.
But the International Chess Federation (FIDE) instead found itself under fire from fans and players after announcing a deal with a breast augmentation company to promote the game.
His decision to partner with Establishment Labs, a company that produces and markets implants under the Motiva brand, prompted an anonymous player to write on the popular chess site Lichess: “Shouldn’t play chess – a game that relies on the brain rather than the breasts – to be distant himself from this kind of reductive and misogynistic thinking?
Set sales skyrocketed after the success of The Queen’s Gambit, the multi-award-winning Netflix drama that charted the rise of orphan prodigy Beth Harmon, played by Anya Taylor-Joy
Chess has only 39 female grandmasters out of a total of 1,300 and has made efforts to promote the game to women.
Set sales have skyrocketed following the success of The Queen’s Gambit, the multi-award-winning Netflix drama that charted the rise of orphan prodigy Beth Harmon, played by Anya Taylor-Joy.
But many believe the new sponsorship deal, which is expected to last through next year, will hamper progress with one player describing the move on the chess.com website as “degrading and demeaning.”
The same website quoted grandmaster and former US Women’s Champion Jennifer Shahade: “I think a breast augmentation company shouldn’t sponsor a women’s chess event, although there could be some bright spots. so breast cancer awareness and reconstructive surgery are at the center. “
She added that while she would never criticize a woman who undergoes the procedure for non-medical reasons, “our culture is obsessed with appearance.” . . It can be even more extreme in chess because there are so few women and the male gaze becomes a male magnifying glass.
FIDE said the agreement, signed for an undisclosed amount, was most important specifically for women in chess and had been discussed by the board and the board.
Highlighting the work of her sponsoring partner in reconstructive surgery for women with breast cancer, FIDE Executive Director Dana Reizniece-Ozola said: “We appreciate the commitment of Establishment Labs to health and the well-being of women.
Many believe the new sponsorship deal, which is expected to last all next year, will hamper progress, with one player calling the decision on the chess.com website “degrading and humiliating.” In the photo, former American champion Jennifer Shahade
The same website quoted grandmaster and former US Women’s Champion Jennifer Shahade: “I think a breast augmentation company shouldn’t sponsor a women’s chess event, although there could be some bright spots. if breast cancer awareness and reconstructive surgery are central concerns “
“The company supports expanding access to breast reconstruction and has been a pioneer in providing technologies that can improve outcomes for these women.
“We are grateful for their sponsorship. “
But others accused FIDE of being dishonest.
An anonymous poster online said: “They are using the legitimate medical purpose of breast implants as a smokescreen to distract from the questionable ethics of a company aggressively targeting the cosmetics market.”