The U.S. Olympic women are cashing in on product endorsements. What makes these accomplishments remarkable, experts say, is that women achieved them in the face of gender prejudice that starts early, builds through high school and is pronounced by college. In the Carolinas, women miss out on millions in scholarships each year. College presidents and trustees should demand, as federal law requires, that athletic programs offer women their fair share. Coaches and athletic directors should more aggressively promote women's sports and elevate potential money-makers, such as gymnastics, that colleges haven't publicized before.
Lawmakers can force public schools and colleges to balance their athletic programs.
Parents should challenge unfair sports programs in schools and recreation programs, and encourage their daughters as fervently as they do their sons. When they don't, their presidents should be held accountable. Stung by a 1993 complaint, the university has spent thousands to balance the scales. Woodward works closely with his athletic director, Judy Rose, one of a handful of women who lead Division I-A programs. When he hosts basketball players at his home, he's sure to invite both men's and women's teams.