WTA Campaign Sparks Discussion of How to Market Women's Sports

The Women’s Tennis Association (WTA) is drawing attention to its players — top-ranked stars from all over the world who are now also stars of the organization’s marketing campaign. Called “Strong is Beautiful,” the campaign showcases the muscles and tennis prowess of the ladies, but, according to some, also sexes them up. Perhaps a little too much.

TIME magazine quotes a couple of experts and cites some recent campaigns featuring world-class female athletes, making a case that the message speaks more to looks than skill.

At the same time, the article points out that coverage allotted to women’s sports has dropped recently.