April 13th, 2024

Saskatchewan Roughriders apologize to fans for ‘Girl Math’ marketing campaign ad

By The Canadian Press on February 28, 2024.

Saskatchewan Roughriders fans celebrate after a successful play in the second half of CFL football action against the Calgary Stampeders, in Regina, Sunday, Nov. 28, 2021. The Saskatchewan Roughriders apologized Wednesday for issuing a email to season-ticket holders that resulted in a backlash from fans. THE CANADIAN PRESS/Kayle Neis

REGINA – The Saskatchewan Roughriders apologized Wednesday for issuing a email to season-ticket holders that resulted in a backlash from fans.

In the email to season-ticket holders entitled, “Girl Math is When Cheaper Tickets = Free Drinks!”, the marketing campaign featured an ad that in part read, “Proficient in girl math it’s basically free.” It also includes the phrases, “Literally the best excuse for cute matching outfits,” and “Take the stairs. Earn the seltzers.”

Some Riders fans, many women, suggested the ad promoted negative stereotypes and hinted at body-shaming and toxic diet culture. The campaign was also criticized as being patronizing and demeaning to women.

Riders director of marketing Jacqueline Hurlbert said the ad campaign “missed the mark,” and that members of the fan base who received the ad were later sent an email “unequivocally apologizing for it.”

Girl math is a reference often seen on Tik Tok, a social media outlet.

It’s used to describe accounting decisions that don’t add up in terms of the bottom line.

This report by The Canadian Press was first published Feb. 28, 2024.

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