Hooters has caused controversy after sponsoring an U10s boys football team in Nottingham.
The restaurant chain announced its sponsorship of Burton Joyce FC on Wednesday.
In a now-deleted post, Hooters Nottingham wrote on Facebook: "Hooters Nottingham are proud to be the new sponsors of Burton Joyce U10s.
"We wish you all the luck this season boys. Go smash it."
But the announcement has prompting an angry response from some social media users.
"Who could think that's appropriate??," wrote one Twitter user.
"What next? Ann Summers sponsoring the Scouts or a lap dancing club advertising at school events?"
Another added: "Why are Hooters sexualising kids and who on earth allowed them?"
While a third wrote: "These lads are under 10. I very much doubt they are aware of the sexual attraction of woman. Wrong on so many levels."
No! Who could think that's appropriate??— ItsLaterThanYouThink (@__Wake_Up__) September 2, 2022
What next? Ann Summers sponsoring the Scouts or a lap dancing club advertising at school events?
Nothing against Hooters but as sponsers, we're talking role models here so probably not a good idea.— nanalow (@bonser_rosie) September 2, 2022
Hooters sponsoring a kids football team 🤬. Yeah young boys are the next generation of men and they are learning young that women are objects 👍— Amanda Algie 🏴 (@AlgieAmanda) September 2, 2022
However, others had no issue with the restaurant chain sponsoring the team.
"They wear vest tops and shorts. What's the problem? Are you assuming vest tops and shorts equates to scantily clad? G-string and a peep bra is scantily clad. Having one's arms and legs on display is not inappropriate," wrote one Twitter user.
Another added: "What's wrong with them sponsoring the team? On the grand scheme of things Hooters is no big deal."
Hooters was founded in 1983 in Clearwater, Florida, by businessmen Lynn D. Stewart, Gil DiGiannantonio, Ed Droste, Billy Ranieri, Ken Wimmer and Dennis Johnson.
The very first Hooters opened in the site of a former nightclub and bikini model Lynne Austin became the very first 'Hooters girl', becoming the face of the business for the next decade.
They wear vest tops and shorts. What's the problem? Are you assuming vest tops and shorts equates to scantily clad? G-string and a peep bra is scantily clad. Having one's arms and legs on display is not inappropriate.— Diana D (@DeeSonoIo) September 2, 2022
What's wrong with them sponsoring the team? On the grand scheme of things Hooters is no big deal.— Owen Hollifield (@HollifieldOwen) September 2, 2022
I'm guessing the waitresses aren't doubling-up as cheerleaders and it's only the logo appearing on team shirts... in which case, no problem.— Becky Hamblin (@JohnnyTortoise) September 2, 2022
Everyone is tightening their purse strings, if the club need to look further afield than local builders for sponsorship then so be it.
The now-iconic Hooters uniform, which consists of a tight white tank stamped with the chain's logo and short orange hot pants, is recognised across the globe.
According to Twisted, the chain's unique selling point is 'female sex appeal' and staff are only permitted to work once they've signed an acknowledgement stating that 'the Hooters concept is based on female sex appeal'.
Nottingham is now the only UK branch of the chain, following the closure of the restaurants in Cardiff, Brighton and Bristol.
But there are plans in place to open up a new branch in Liverpool later this year.
Featured Image Credit: Facebook/Hooters Of Nottingham
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