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03rd Mar 2023

FIFA criticised for ‘tone deaf’ appointment of supermodel Adriana Lima

Callum Boyle

FIFA have been described as being ‘out of touch.’

Former FIFA council member Moya Dodd has accused the governing body of being “tone deaf” following the appointment of a supermodel as its inaugural global ambassador for the Women’s World Cup.

Brazilian model Adriana Lima was chosen by FIFA to “develop, promote and participate in several global initiatives” in the build-up to the tournament, which takes place in Australia and New Zealand.

Dodd, a former leader of FIFA’s task force for women’s football, believes that the appointment won’t help to promote the game and has questioned where Lima fits into the plans to change the perception of females within the sport.

She tweeted: “Seriously, #FIFA, is this the fan engagement ambassador we need as the approaches? #tonedeaf.”

Later on, Dodd posted a lengthy statement on her LinkedIn account, writing: “When a girl plays football, the world sees her differently.

“Instead of being complimented on her nice looks or her pretty dress, she is valued for her game-saving tackles and brilliant goal-scoring.

“She’s admired for what she can DO, rather than how she looks, putting her on a more equal footing with her brothers in a way that can alter the whole trajectory of her life’s ambitions.”


Lima was present at the FIFA ‘The Best’ awards on Monday night where president Gianni Infantino defended the decision to award her the role.

“When you get to meet Adriana, you feel right away her warmth, kindness, and how approachable and passionate she is about our game,” he said.

“She lives and breathes “futebol” and that is also why she can be an excellent link between FIFA and fans worldwide.”

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