Soccer Association pressured to pull 'xenophobic' marketing campaign

The Football Association were last night forced to withdraw a radio advertising campaign following they had been accused of utilizing ??xenophobic stereotypes' to sell match tickets for England games.soccer cleats
Wembley chiefs were blasted for poking fun in the Three Lions' upcoming opponents Sweden with sexual innuendo more than an Abba-style backing track' to sell match tickets for game.
The promotional clips, broadcast frequently nationwide on Speak Sport, saw a narrator using a mock Swedish accent as stated: He says: And now a MASSAGE from the Swedish football team: Listen up, English football fans?-
With the FA currently investigating two high-profile accusations of racism, against Liverpool striker Luis Suarez and Chelsea captain John Terry, this current storm was ill-timed.
The advert also follows within the footsteps of a campaign from last month which was utilized to promote both this and the preceding game against globe champions Spain, whose accents were also mocked in a comparable fashion, three days prior.
Piara Powar, executive director of Football Against Racism in Europe (FARE), has condemned the adverts as becoming a downbeat ploy in marketing tickets for the game.
He also fears that they appeal to a brand of football supporters that might make up the vocal minority that have been known to boo opposing national anthems at Wembley in recent times.
He said: We're surprised that the FA are utilizing xenophobic national stereotypes to sell these games. There's no have to do that.
It does not necessarily get them any more people going to the games. People going to the games will probably be going simply because it's an international game, because the Spanish in particular but also the Swedes are high quality opposition.
I do not see how adding a stereotypical Swedish or Spanish voice, or drawing on those sort of national stereotypes helps at all.
Our organisation isn't about political correctness but at the same time we know that sometimes everyday stereotypes and xenophobic comments can result in an atmosphere which for example could result in the booing of national anthems.
It also leads to the way in which we see people from countries abroad and obviously that's doesn't help unite football and cross boundaries.
If the shoe was on the other foot, then of course we would in the extremely least wince if not protest against that so it's something that we need to see marketing agencies and also the FA advertising department to bear in thoughts once they commission these sort of adverts.
You do not need to draw on those sort of stereotypes in 2011. We know sufficient about these nations and their citizens. We just don't need to draw on inexpensive stereotypes.
Mr Powar has confirmed that FARE will probably be speaking with Kick It Out, their football's anti-racism body in the UK, to urge the FA to steer clear of a repeat of such actions.
Swedish football fans also found the adverts significantly offensive and claim they provide UK radio audiences a gross misrepresentation of their country's culture.
Nezik Keshto, from Gothenburg, stated: Not just is it very misguided and bogus, the language and tone is derogatory in a very embarrassing and unripe way.
Had others done the same against England, it wouldn't be accepted and people would feel offended, just as many Swedes really feel after that advert.
Ida Lundell, from Stockholm, said: That accent sounds like a weird hybrid between an Italian/German/Polish accent, and absolutely nothing like what it aims for.
I'm of the opinion that stereotyping is never a good thing to do, but I understand it'll be incredibly difficult to quit anybody from doing it.
But if you are going to complete it, please, a minimum of make sure you do it correct.
There was no require for it at all; it didn't add something to the add, it only created an additional annoying stereotype of Swedish people.
Last night, an FA spokesman confirmed: We have withdrawn the advert with instant impact.
It was by no means intended to cause offence but in light of recent comments we have taken the decision to remove it from circulation.
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