Women are awarded purely for their looks and are forced to use their bodies to gain sponsors and media coverage. The lack of media coverage given to women's sport and the lack of sponsors has impacted all sports the females play. Increased development of a sport is directly linked to sponsorship funds. This, as a result, becomes even more attractive to sponsors who will then provide additional sponsorship and it carry's on from there. Elite women receive only 0.5% of the total sponsorship between January 2012 and August 2011 (www.guardin.co.uk/tv-and-radio/2011/noc/women-in-sport-point-five-sponsorship accessed 21/02/13). The stereotype of women is affecting the participation of females in the sport of volleyball in a negative way. .
Sexploitation applies to forms of marketing, promotions or attempts to gain media coverage which focus attention to the sexual attributes of female athletes, especially the visibility of their bodies. When female athletes are viewed because of their sexual attributes instead of their athletic endeavors the individual can suffer as both an athlete and a women. Both sexes in athletics, track and field wear tight outfits that are designed for technological and functional purposes. Beach Volleyball, on the other hand, has uniforms that intentionally focus on the athlete's body. These uniforms have little technological, practical or performance-enhancing qualities. Marj Snyder, chief Programming Officer for the Women's Sports Foundation, states the uniforms to be "momentary insanity." To ensure that the safety and credibility of the athletes are protected, intentionally sexualizing female athletes requires careful consideration. Anxiety and embarrassment can be created in those younger athletes when the focus is put on their physical attributes. Poor body image can be created in youth athletes, whose self-confidence may be less secure. The United States Sports Academy (2009) found that 42.
