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What is it about women's sports? What used to simply be a
side show to men's sports, now stands on its own as one of the fastest growing sports
markets in the United States. Led by newly founded women's sports organizations like the
Women's National Basketball Association (WNBA), women's sports are opening the eyes and
sparking the interest of millions of people. Several contributing factors are responsible
for this rapid growth. These factors have come together to propel women's sports from side
show to center stage.
First, and foremost, is the remarkable success of U.S. women in both team and individual
sports during the past several years. U.S. women's teams in sports like hockey, gymnastics, soccer, and others, have all recently won
Olympic gold medals. Individual U.S. female athletes like Picabo Street and Tara Lapinski
have also recently produced Olympic gold medal performances.
Success for American women in sports, however, has not merely been limited to the
Olympics. American women have achieved success in other arenas as well. For example, in
June, U.S. women's basketball players Lisa Leslie and Jennifer Azzi helped lead the
Americans to a well earned title at the 1998 Women's World Championships. In the wake of
gold medals and team trophies, women's sports are also getting a boost by receiving more
exposure. Specifically, television has created a tremendous rise in the interest of
women's sports for both spectators and players.
An important example of the power of television was seen when several women's
basketball players drafted into professional basketball leagues said one reason they chose
the WNBA over its rival, the American Basketball League (ABL), was because the games are
televised.
Many female athletes and coaches see television as a catalyst for developing a strong
fan following and for increasing individual player notoriety, both of which are key
ingredients to sell tickets and ensure franchise success.
In addition to media coverage, support for women is also coming by way of endorsements.
Many athletes and teams are seeking and finding lucrative endorsement contracts. From Nike
to Sara Lee, companies are contributing to the rapid growth of the women's sports market
by endorsing female athletes.
Whether it is new sports like beach volleyball, with new faces like Gabrielle Reece, or
more established sports, like golf, with familiar faces like Nancy Lopez, women's sports
are growing all over the U.S. With success occurring at both the team and individual
levels, combined with increased exposure, lucrative endorsements, and rapid growth,
women's sports in America are deservedly making their move to center stage.
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