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I suppose every professional league - men's leagues included - use sex appeal to their advantage.
I'm not sure that sexing-up Mia Hamm's uniform would make the sport more appealing, though. Hamm and her leaguemates derive their sex appeal from being powerful, independent, and talented individuals. Shortening uniforms doesn't directly affect their appeal.
To answer the question directly: No, this wouldn't make me watch women's soccer. But it might make alot of people NOT watch women's soccer - remember, one of their largest audiences is teen/preteen girls who play youth soccer. I'm not sure how sex appeal reconciles with this audience.
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