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

REGINA — On Wednesday, the Saskatchewan Roughriders issued an apology for sending an email to season-ticket holders that sparked criticism from fans.

The email titled “Girl Math is When Cheaper Tickets = Free Drinks!” featured a marketing campaign with phrases like “Proficient in girl math it’s basically free,” “Literally the best excuse for cute matching outfits,” and “Take the stairs. Earn the seltzers.”

Many fans, particularly women, expressed concerns that the ad reinforced negative stereotypes, hinted at body-shaming, and perpetuated toxic diet culture. Some criticized it as patronizing and demeaning.

One fan took to social media, stating, “This is abhorrent, disrespectful, misogynistic, and disgusting. Full retraction, fire whoever did this and do some heavy-duty trust rebuilding cuz you have lost this lifelong fan.” Another commented, “Do better! There is no place for misogynistic ads! Shame on you!”

The Roughriders responded with a statement apologizing for the ad’s content. Jacqueline Hurlbert, the Riders’ director of marketing, acknowledged the misstep and emphasized the team’s commitment to learning from the experience. She noted that despite the campaign being created and executed by women within their marketing team, they recognized that it did not resonate with female fans.

“We value contributions from women in our fan base, in football, and in our community and thank them for their guidance and feedback,” Hurlbert said.

“Girl math,” a term often used on platforms like TikTok, refers to accounting decisions that seem illogical in terms of financial outcomes.