Why Brands Are Finally Choosing More Female Athletes for Big Endorsement Deals

Women are no longer sitting on the sidelines

In the male-centric sports world, where the likes of LeBron James score $65 million in endorsement deals, female athletes have largely been an afterthought. But thanks to a constellation of superstars—including a reenergized U.S. women's soccer team, powerhouse tennis players and UFC's unbreakable Ronda Rousey—more marketing dollars are ending up in the pockets of female sports figures.

@ktjrichards katie.richards@adweek.com Katie Richards is a staff writer for Adweek.
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