Breaking News: New Saskatchewan Roughriders ad using ‘girl math’ sparks backlash from some fans

A recent advertisement by the Saskatchewan Roughriders has sparked controversy on social media, with some fans criticizing it for perpetuating negative stereotypes and toxic diet culture.

The ad, sent via email to season ticket holders, features lines such as “Proficient in girl math it’s basically free” followed by references to cute matching outfits and earning seltzers by taking the stairs. The ad draws from a TikTok trend called “girl math,” where users share instances of unconventional financial decision-making.

Anne Marie Sauer, a longtime season ticket holder, expressed disappointment, describing the ad as laden with stereotypes and promoting unhealthy attitudes towards body image and diet. Other fans echoed similar sentiments online, labeling the ad as misogynistic.

Vanessa Vakharia, a math educator, criticized trends like “girl math” for reinforcing the idea that girls are bad at math or managing finances. She argued that these stereotypes are harmful and undermine efforts to promote gender equality in STEM fields.

Some financial experts see “girl math” as a harmless trend that can foster financial transparency and discussions about money, as long as it’s not taken too seriously.

However, Katie Lafreniere, an assistant professor at the University of Alberta, suggests that the ad would have been better suited for platforms like TikTok rather than targeting season ticket holders, given the demographic mismatch and the perception of the Roughriders’ brand as masculine.

Overall, the ad has ignited a debate about gender stereotypes, financial literacy, and the appropriateness of marketing strategies in sports.