Jacobs: Swimsuit issue attracts even non-sports buffs

‘ ‘ Sports Illustrated is not my favorite magazine. Nor is it my second or third or fourth…. ‘ ‘ Sports Illustrated is not my favorite magazine. Nor is it my second or third or fourth. But once a year, after weeks and weeks of issues featuring dudes in helmets, the Swimsuit Edition hits stands and by God, I take note. Like a holy grail of sand-covered boobs, the SI Swimsuit Edition contains photos so hot it makes Maxim spreads look like a crudely crayoned coloring book. And though it does put proper men’s magazines to shame, this inadequacy brings up an interesting question ‘mdash; what are half-naked ladies doing in a sports magazine? They’re not dressed up in pads as a more inviting-than-threatening defensive line, nor are they even smacking around volleyballs on the beach. Nothing about the Swimsuit Edition hints vaguely at sports. Yet year after year, the two mounds that grace the cover catch my attention ‘mdash; and undoubtedly the attention of millions of other sports-uninterested clientele ‘mdash; more than any pitcher’s mound ever could. Of course, the Swimsuit Edition is a lucrative business option for the magazine ‘mdash; it draws in more than the magazine’s usual sports-loving readers. The boost in readership is reflected by ad sales ‘mdash; the single issue brings in more than $35 million dollars from businesses wanting to gain some exposure through the exposure of sexy ladies. But the question still stands ‘mdash; what is a sports magazine doing featuring an entire issue of non-sports content? The issue has certainly seen its share of controversy. The 1978 issue featured model Cheryl Tiegs with her nipples fully exposed. In response, more than 300 prudish sports lovers canceled their subscriptions. Their loss. Now it’s hard for a sports moron like myself to comprehend this, but the world of sports is just as much culture as it is action, just like the world of music is surrounded by an equally important culture. Sports wouldn’t be the same if it were strictly limited to the athletes ‘mdash; the fans and culture of sports are just as important as the game being played. So, in a sense, Sports Illustrated is not so much a sports magazine as a culture magazine focusing on sports, just as Rolling Stone importantly features non-music topics relating to the culture of music. And, excuse me for being at all pigheaded, but what is more integral to the largely male sports crowd than the objects of desire of said crowd? Hedging on the most stereotypical of stereotypes, dudes love sports, beer and boobs. Further, the Swimsuit Edition simply reflects sports’ complex intertwinement with sex, from fans’ sexual desire toward athletes (I know more than a few ladies who’d love to score with Sidney Crosby) to the power and dominance struggle fought out on the field. Ultimately, Sports Illustrated need not defend its sports-less magazine. And if this year’s just-released issue is any indication, sports culture has never been so appealing ‘mdash; even to music squares like me.