| Author: | Tungate, M. |
| Title: | Women in sport |
| Journal: | Strategies Europe
2001 : JAN, 4, p. 48-49 |
| Index terms: | MARKETING WOMEN SPORTS INDUSTRY |
| Language: | eng |
| Abstract: | The most marketable woman in sport is the Russian tennis star Anna Kournikova. That fact alone should tell you something about the somewhat unreconstructed relationship between the marketing community and female sport stars. Even Nigel Currie, director of the European Sports Sponsorship Consultants' Association, which compiled the Top 15, admits that Kournikova's value to sponsors is based more on her image than her sporting prowess. "Although it seems a shame to say this, female athletes are still judged on their looks as well as their talent." |
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