Let Them Wear Hotpants

Let the women play in more feminine clothes like they do in volleyball

So is he sexist for saying so? Is it wrong for women to exploit their looks/figures to promote themselves and their sport? Or is it just wrong for a man to tell them to do so?
Is appealing to the lowest c alum denominator necessarily a bad thing? Does it devalue the sport.

Many male sportsmen use their images for promotion, though they generally have to be successful in their field first.

Some women say they watch football just to look at the players' legs. Is it wrong for men to watch ladies football for the same reason (with bonus breasts)?