Where would we be as a country if ads for light beer were not promoting gender equality by partnering with a man who won track championships competing against women?
Thankfully, Michelob ULTRA is willing to fill that void. The light beer brand of Anheuser-Busch launched a new ad campaign in August urging viewers to boost the visibility of women’s sports highlights on social media. As a recent fawning piece in Forbes details, one athlete chosen for the campaign is sprinter CeCe Telfer.
Telfer, a biological man who races against female athletes, won the NCAA women’s championship in the 400-meter hurdles in 2019. Despite all scientific evidence to the contrary, Telfer insists that it is actually female athletes who have biological advantages over the sprinter. Telfer was barred from the U.S. Olympic trials earlier this year after exceeding the testosterone level that is approved for men competing against women.
What better way to celebrate the accomplishments of women in sports than promoting the accomplishments of a man who was competing against them and depriving them of opportunities at the college level?
This is what social justice means now. It means that men should be celebrated for defeating women in sports contests from track to mixed martial arts. And it means that those celebrations come from a beer corporation in an effort to sell its products.
