Canada is rebranding figure skating to attract more male viewers

Canada’s interest in figure skating, once a national treasure, has plummeted in recent years, which has prompted the organization Skate Canada to launch a rebranding campaign to attract more male viewers. “To do that, Skate Canada is encouraging skating officials and athletes to use words such as ‘strength,’ ‘power,’ ‘speed’ and ‘risk’ when describing the sport,” reports the Wall Street Journal. “Team members are being asked to play …

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