Damallsvenskan Newsblog - A new face on women's football ?

16 september 2007

LDB FC Malmö signed a SEK 3 million a year contract with their new sponsor Hardford, a company in cosmetics and hair- and skincare products, naming the club after one of Hardford's best known brand names, just before the season started this year. Included in the package was an additional couple of millions to rebrand the club. Match kits, of course, but also shirts and flags and other promotional material, including a new team slogan: "Snyggare fotboll", roughly translated "beautifuller football". The slogan has been somewhat debated - what are they referring to, the players? - but it should be noted that "snyggare" is a very versatile adjective in Swedish. You can use it for a goal, for a save, for a man and for a woman.

Now they are taking the rebranding a step further. Go to their web-site, www.ldbfc.se, and see for yourself. Not much discussed in public about this yet, since they launched it just a few days ago in the midst of the World Cup, but I've seen fans questioning the "stereotyped female" picture of the players. And I do think it would have been more refreshing to see Asta Helgadottir in a hard-hat on a building site than doing work-out exercises.

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