The women still don't command the same fees as men, but Bonham says women are moving closer to parity. Women also are watching and attending more sports events, but Clark says companies would like to see a larger female audience. As with men athletes, the size of the women's endorsement deals depends on charisma, steady exposure and performance. Reisman says he's encouraged that female athletes are advertising products traditionally regarded as part of the male domain, such as automobiles and financial services. Golfer Annika Sorenstam, for example, appears in spots for Lincoln Mercury cars, and fellow LPGA professional Karrie Webb represents Kemper Funds.
Exposure counts for a lot, and women lack sports that offer a consistent platform.
Olympic star Marion Jones, a Nike endorser, hasn't been in the public eye since the end of the Sydney Games, and she's not getting many endorsements. Women athletes still have a way to go before achieving equality in the endorsement game, Reisman said. Some are attracting attention more for their sex appeal than their athletic prowess. We are now archiving all the stories in this section starting from June 1, 2000.