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Old 01-12-2013, 03:59 PM   #13
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-Lingerie Football League Undergoes Rebranding





The Lingerie Football League recently hit a crossroads, according to its founder and chairman, Mitchell S. Mortaza.

The league has been gaining popularity since it was started in 2009, but its skimpy uniforms and sexualized branding were hurting its credibility. So the league has decided to go in a new direction.

Gone is the name Lingerie Football League. The acronym LFL remains, but now it stands for Legends Football League.

The uniforms are undergoing some changes as well, but as you can see from the photo here, the league isn't exactly abolishing the scanty look.

The league wrote in a press release that it is scrapping the "lingerie" aspects of the uniform and adding "performance wear" while also redesigning shoulder pads to add protection for players. In addition to the one above, here are some more photos of the new "uniforms," so you can decide for yourself whether they're still lingerie or not. Perhaps this is all semantics as the league's hook continues to be mining the intersection of football and sex appeal.

After expanding to Canada last year, the league has plans to start play in Australia this year and Europe in 2015.

"In the coming years we will further establish this sport in the US, Australia, Europe and Asia as the most known form of American football globally," Mortaza said. "In order to reach the next milestone, we feel the focus has to be the sport and our amazing athletes."

With the addition of the Atlanta Steam and the Omaha Heart in 2013, the Legends Football League will have 12 teams based in the United States in addition to four in Canada.


http://www.thepostgame.com/blog/dish...oes-rebranding
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