Friday, 17 June, 2005, 10:21 GMT 11:21 UK
Uefa president Lennart Johansson has acknowledged that sponsors of women's football could cash in by promoting the players' physical attributes.
Speaking ahead of Sunday's Euro 2005 final, he said: "Companies could make use of a sweaty, lovely looking girl playing on the ground.
"It would sell," he told BBC Five Live.
But Johansson also condemned his Fifa counterpart Sepp Blatter for his comments last year when he called for players to wear "tighter shorts
The Football Association's Euro 2005 marketing campaign was partly designed to dispel the "old-fashioned view that women footballers cannot be feminine".
"The promotion was around the game as a sport and the players as athletes," explained FA media officer Alex Stone.
"And our catchphrase - 'a more beautiful game' - acknowledged their marketability as females.
"But we see this as only one part of a broader strategy to widen the appeal, from grassroots to the elite game."
Johansson's comments came during an interview in which he attacked Blatter and made clear promoting the players' physical attributes was only one way of helping to broaden the appeal of the game.
"Some people are only happy if they have something being published about them every day in the newspapers, so I hope you understand I took his comments as a joke and not a clever one," Johansson added.
He also praised the quality of the current European Championship which is being held in England.
"I always enjoy ladies football because they perform better and better every year - compared to what it was 10 years ago it is quite something else," the Swede said.
"The crowds for the England games have been fantastic and it shows we made the right decision bringing the tournament to that country."
Germany and Norway meet in the final of the European Championship at Ewood Park on Sunday.