Women's pro tennis is using a time-honored marketing weapon to revive interest in the once-popular sport among fans and corporate sponsors: sex appeal.
On the court, stars such as Russian teen Anna Kournikova are shedding traditional tennis whites for revealing two-piece Lycra outfits. And off the court, top female tennis players are posing for magazine fashion spreads, making the TV talk show circuit and working their way into motion pictures, prodded by advisors convinced that glamour sells.
Marketers hope the women's tour, with more personable stars than the somewhat dull men's circuit, will lift the fortunes of the entire sport. But some worry that women's tennis is in danger of reducing its athletes to starlets known more for their looks than their game. Top agents and marketers argue, however, that when it comes to attracting fans and sponsors, a powerful serve and a strong backhand aren't enough.
"We've chosen to market our players this way because this is what Madison Avenue wants," said Susan Marenoff, head of marketing for the Women's Tennis Assn.
Indeed, women's tennis isn't the only sport in search of sponsors to hype charm and looks. The governing body of women's beach volleyball recently told its players to wear bikinis. And the Women's National Basketball Assn. touts the appeal of such athletes as Lisa Leslie, a Los Angeles Sparks forward and model.
Corporate marketers say that when it comes to women's tennis, winning isn't the only thing. They say they are looking for athletes who project an image that enhances their brands.
"The women on the tour, as a whole, are presenting themselves with the sporty, sexy image we want for our company," said Jennie Craig, publicity director for footwear maker Adidas.
In its heyday, nearly 20 years ago, tennis annually ranked among the nation's 10 most popular sports. Engaging players such as Billie Jean King and John McEnroe attracted hordes of fans, and tennis courts cropped up everywhere.
Today, youngsters are much more likely to pick up a skateboard than a tennis racket. According to the latest figures from Sporting Goods Manufacturers' Assn., tennis ranks 22nd among participation sports and athletic activities. Corporate sponsorship of professional tennis--a prime indicator of success in the 1990s--has grown, but failed to keep pace with sports such as golf.
