Kate Malcolm reports on FIFA head-honcho Sepp Blatter’s diagnosis for the lack of popularity of womens’ soccer: the ladies are dressing too much like the men. Needless to say, such soccer luminaries as Brandi Chastain and Julie Foudy are not impressed by Blatter’s remarks.

On the other hand, as Tony Kornheiser has quite rightly pointed out, the signature moment of the 1999 Womens’ World Cup, when Ms. Chastain spontaneously removed her top on the field, led to a much of the media attention that womens’ soccer has received. Since then, U.S. womens’ soccer has been something of a media black hole. Absent some sort of continuing sex appeal—whether to men, in the personages of Chastain and Mia Hamm, among others, or lesbian women (following the path of the WNBA, perhaps)—womens’ soccer has generated little buzz in the world of sports, especially since Americans seem ill-inclined to even watch the mens’ version of the sport.

I think in the long term, though, soccer (mens’ and womens’) can succeed in America without the gimmicks. Like any sport, much of the excitement is generated not by the action on the field, but by the fans’ enthusiasm for it. It’s hard to duplicate that sort of excitement in half-empty venues designed for more popular sports. In the end, I suspect better players and more rabid fans will “sex up” the game far more than dressing the players in tight clothing—and I think that applies to both mens’ and womens’ soccer equally.

Update: Ryan of The Dead Parrots Society has additional thoughts on this topic. As he says, “It's a lot easier for principle to beat pragmatism when there isn't a lot of money at stake.”