As Tiger Woods gets ready to tee off for the most anticipated scandal-comeback in sport,  the great golfer will be walking a little lighter.

Lorena Ochoa - yep, you've never heard of her. Photo: AP

A little sponsor lighter that is. Gatorade, owned by Pepsi, has ended its sponsorship arrangement with Woods, who before his cheating scandal had his own sports drink.

Telecommunications company AT&T and IT giant Accenture also dropped their kept man after presumably deciding he was not the marketing tool they thought he had been.

Given that Woods would have been on the slightly expensive side to sponsor I have been thinking about where these companies could direct their now available sponsorship dollars.

Which athletes could they use to market their product who aren’t as boring as we once thought Woods was but don’t get themselves in trouble with booze, affairs or violence?

And the answer seemed obvious: female athletes. Female athletes don’t beat up their partners, they don’t face rape or assault charges like footballers or urinate in public when they are drunk.

So here is my list of suggested sports or athletes sponsors could pour their money into.

Kim Clijsters: The Belgium tennis star made a spectacular comeback to tennis last year when she won the US Open after having a daughter during her short retirement. She now travels the world playing on the professional tour with her husband and daughter and is admired by working mums across the globe. As well as living those very sought after “family values” Clijsters has a bubbly personality, friendly relationship with sports media and won a bevy of fans when she donated her prize winnings from the Brisbane International tennis tournament to the city’s Royal Children’s Hospital earlier this year. The closest she has come to scandal is having been engaged to Lleyton Hewitt.

ANZ Championship: Netball has more female participants across Australia than any other sport and finally has a well organised and promoted Trans-Tasman competition. With the third season of the new format having just begun and Channel 10 enjoying rising TV ratings, netball could be a great sport for companies to market products to females through. Netballers also enjoy superstar status in New Zealand where the national team’s matches out-rate rugby games.

Yolane Kukla: The teenage swimming sensation became the youngest swimmer to qualify for an Australian team since Ian Thorpe when she made the Commonwealth Games team last month. In the post Thorpe and Grant Hackett era of swimming she looks like becoming the star we need and is in a sport where successful male and female athletes enjoy huge profiles and media attention. For sponsors who jump in early the teen could prove to be a great long-paying investment.

Lorena Ochoa: If it is a golfer that companies want to sponsor they need not look any further than the world’s best female golfer: Ochoa. The stunning Mexican runs marathons and climbs mountains for fun and enjoys being a national icon in her homeland. “I feel lucky to have the opportunity to represent my country and be an example for children in Mexico,” she says on her website. You won’t hear any whining about being a role model from this golfing star.

Chrissie Wellington: The three time world ironwoman champion and current world record holder has revolutionised her sport. Wellington won her first world championship just a year after taking up the sport and has since become unbeatable. She has been described in the British press as “the world’s fittest woman” and was last year named the Sunday Times Sportswoman of the Year. Before becoming a professional athlete Wellington worked on climate change policy development for the British Government and ran community development projects in Nepal. Wellington is a marketing dream - a smart young woman dedicated to international development who is a world leader at her sport. Could be a great investment if she switches to the bike road race for the London Olympic Games as she has hinted she will.

That’s just a few. For starters…

61 comments

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    • Eric says:

      07:54am | 07/04/10

      “Female athletes don’t beat up their partners, they don’t face rape or assault charges like footballers or urinate in public when they are drunk. “

      What a sexist assertion. If female athletes got as much media attention focused on their bad behaviour as male ones, we’d soon see their dark side. Nobody is an angel just because of their sex.

      Why are you turning this into another man-bashing gender issue?

    • KH says:

      01:16pm | 07/04/10

      The behaviour gets pulled up because they are held up as ‘role models’ to people, particularly children.  You beat up your partner or drive around with armed murderers then you deserve to be publicly shamed, as this is not what I would expect from a ‘role model’.  I certainly wouldn’t want any children to think that was OK.

      You don’t see women athletes get pulled up, mostly because there really aren’t that many that are held up as ‘role models’ unless they win an Olympic gold medal, and even then, it depends on what sport it is in and if they are pretty enough, and if the outfit they wore was skimpy enough.  Even now, I can’t even think of a current female athlete that is held up as a role model.  So if they are doing illegal stuff, who would care?  It wouldn’t be newsworthy.

      Speaking of the criminal element, well, I haven’t heard of a lot of women who can beat up a guy, we can’t really urinate in public now can we, and I haven’t heard of many women who pick up young men and then have sex with him as a group, and then him saying he was ‘raped’ (can you even force a man to, well, you know, come to the party so to speak?).  If you can give me one example, even from the non-sporting arena of an alleged female pack rape, and even I might be impressed by you.  Well, OK, that is unlikely.  But go on, try.

      Oh Eric. The day wouldn’t be as entertaining without you.

    • Tim says:

      01:28pm | 07/04/10

      http://www.foxnews.com/story/0,2933,536582,00.html
      Took me about 5 secs on goole KH.  You did say it didn’t have to be from a sporting arena.
      Can you provide me a link to even one story about a pack rape, where a “role model” was found guilty?

    • Jack Thomas says:

      03:31pm | 07/04/10

      or you could avoid the Tiger scandal by, err, not making it a scandal?

      What a sanctimonious lot we are, especially the Yanks. The journo’s are as much to blame too, for their constant reporting on the “scandal”.

      Meanwhile President Obama has authorised more killings by drone aircraft in Iraq & Afghanistan in a year than George W Bush did in total.

      Tiger cheated on his wife, a lot. His issue. Sponsors risk their money but also did very very well from him. If he was a loser, they’d drop him in a second.

      It’s private money in sponsorship, so it’s about as relevant as an athiest arguing about what the Cathiolic Church does with its money.

      With the exception of a few, sportswomen are largely boring, inadequate, and attendances and sponsorship show this. Golf for example, is played by lots of women but none choose to watch the best women.

      No one really cares. Move on.

    • marley says:

      08:37am | 07/04/10

      I don’t recall Tiger Woods beating up his partner, he’s not facing rape or assault charges and he’s not been caught urinating in public.  He was outed for being a serial cheater with a very loose sense of loyalty to his family.  Are you seriously suggesting that only men can be philanderers?  Utter nonsense.  Heavens, the entire premise of the argument is so silly I’m even finding myself agreeing with Eric!

    • Eric says:

      09:09am | 07/04/10

      Actually, Tiger Woods allegedly was beaten up by his wife. That’s how the scandal came to light, as she chased him out of the house wielding a golf club.

      But for some reason, it isn’t scandalous when female celebrities beat their partners. See this example, which was not news all over the world:

      http://bit.ly/bvzU3E

      If the sexes had been reversed, it would have been a huge scandal.

      The fact is that women behave as badly as men do - it just doesn’t get reported so much.

    • Andrew says:

      08:53am | 07/04/10

      Only one problem. Womens sport is dead boring. Sure occasionally you might get something bordering on entertaining but on the whole women athletes only get coverage if the are good looking. They don’t even have to be good at their chosen sport, just passable. Exhibit 1: Anna Kornikova.

      On the whole Tiger Woods thing. Correct me if I’m wrong but it is pretty common knowledge that Tiger was not only married but also had young children. Soooo ... the 20 odd women who he cheated on his wife with, what are they? Victims I suppose.

      I love the way the women in this saga are ignored or cast themselves as victims of a serial philanderer. Womens groups ignore these women (almost as if they are not part of the same sex) and concentrate on wherever they can find or identify a victim. OK so your a victim and Tiger is the anti-christ, all men are evil and women all over the world have no equality. What’s next?

      Anyway simple answer to your silly article. AMEX ain’t gonna pay a woman golfer or tennis player a quarter as much as a men because no-one is really interested in the curtain raiser event. Unless the girl is hot and is willing to pose in a bikini or less.

    • BTS says:

      09:51am | 07/04/10

      I like the ones who knowingly participated in the affairs with him are now demanding an apology!

    • Andrew says:

      09:05am | 07/04/10

      BTW I am a keen follower of all sports but of the athletes you named above I have only heard of Kim Clisters and rarely does she or any other woman sportsperson lead the sports bulletin.

    • Evie says:

      09:01am | 07/04/10

      How do you hear about female athletes in the first place? Um, the media. If the news focused more on female atheletes, so would the rest of the nation.

    • kw says:

      09:16am | 07/04/10

      thank you evie!

    • Tim says:

      09:30am | 07/04/10

      Yes Evie,
      but the media focuses on the most popular sports and the best athletes.
      Unfortunately women’s sports and athletes are neither.

    • T.Chong says:

      09:07am | 07/04/10

      An essay from Feminism 101 circa mid 80s. Keep up the anger and lack of depth and objectivity. Who needs balance ?
      just a couple of examples, Elise - you site Clijsters doing work for the Royal Childrens Hospital -good stuff, the same as many of the blokes playing football/ cricket etc have done for many years.
      All the major blokes sporting codes recognise / participate in Pink Ribbon day - Mc Grath Foundation etc.
      When was the last time any of the girls in the netball / basketball / cricket / The Matildas etc spoke up publicly on behalf of mens health?

    • Old Salt says:

      09:08am | 07/04/10

      What a joke, because women never do anything wrong at all…
      Lets have a look at all the men who never do anything wrong - Hasm El Masri, Vijay Singh, Matthew Hayden, Jonathon Brown, Nick Riewoldt, Gary Ablett Jnr, Israel Falou, you want me to continue???

    • Tim says:

      09:13am | 07/04/10

      My local tiddlywinks team could do with some extra sponsorship too. We haven’t had any bad media coverage either.
      Come on, show us the $$$$$$.

    • Sports Pro says:

      09:32am | 07/04/10

      To Elise, good idea.

      To the people who have commented:

      1. Even if women’s sport was covered as much as men’s you’d expect the offensive behaviour rate to be a lot lower. After all, that would reflect the general population. Simple logic really.

      2. Have you considered that your thoughts on women’s sport being boring is because they do not receive the same depth of coverage as the men? You don’t know the athletes, you have less of an emotional investment in them therefore they are boring. And therefore they receive less coverage = self-fulfilling prophesy.

      3. I’m sure that women athletes would love to speak up on behalf of men’s health ... but if they have no platform, what’s the point? When was the last time you saw a Matilda on the news talking about her game let alone prostate cancer?

      And guys, when was the last time you saw a women’s genuine sporting event? There are plenty of athletic, gutsy, aggressive women competing out there and I think you’d be surprised at the quality of competition.

    • Eric says:

      09:50am | 07/04/10

      1. It is simple, but it isn’t logic. Women are just as offensive as men - they just aren’t given the same coverage.

      2. Have you considered that women’s sport is boring because it’s far less competitive? Abolish sex segregation in sport, and all the top athletes would be men.

      3. If women had more coverage, then you’d be complaining because there would also be coverage of women’s offensive behaviour - just as there is for men now.

    • Sports Pro says:

      11:03am | 07/04/10

      Hey Eric, have you seen crime stats lately? I don’t think criminal offences are shared 50/50 between genders. Your premise is crap.

    • Eric says:

      11:12am | 07/04/10

      Offensive and aggressive behaviour is just as prevalent among both sexes.

      http://bit.ly/9dG5eb

      In crime as in sport, the fact is that men are usually better at it and that’s why they get more coverage.

    • Tim says:

      11:26am | 07/04/10

      Sports pro,
      can you name one crime that Tiger Woods has committed other than the negligent driving charge that he received for his wife trying to hit him with a golf club?
      Offensive behaviour is not necessarily illegal behaviour. Your premise is crap.
      As for the rest of your comment, if women’s sports were so high quality, we wouldn’t need to have separate divisions and women would be competing against men.

    • Sports Pro says:

      03:04pm | 07/04/10

      So Tim why don’t super heavyweight boxers compete against flyweight boxers? Because it would be a crap competition. We watch sports for the athleticism and the tension and there is plenty of that when you watch evenly matched opponents play / race each other.

      And I never inferred that Tiger committed a crime. Tim I think your a little confused here.

    • Markus says:

      03:47pm | 07/04/10

      Sports Pro,
      your boxing example is actually perfect for this argument.
      While respectable fighters in their own right, they could never compete with the size and strength of their heavyweight counterparts, which is the division most spectators are spending their money to see.
      It would therefore be arrogant of a flyweight boxer to demand as big a winner’s prize as for a heavyweight fight.
      It would be even more arrogant for a flyweight boxing fan to tell heavyweight spectators what they should be watching.

    • Tim says:

      04:08pm | 07/04/10

      Sports Pro,
      you were the one who mentioned crime stats in relation to Eric’s comment on offensive behaviour.
      I was just pointing out to you that offensive behaviour is not necessarily illegal behaviour as shown by the massive scandal that was Tiger’s cheating.
      And as for your boxing analogy, as Markus has pointed out, better luck next time.
      By your logic reserve grade is as good as first grade as long as the teams are closely matched. Sorry it doesn’t work like that.

    • Bigger Stronger Faster says:

      09:47am | 07/04/10

      When people watch sport they want to watch the best people compete. Like it or nor men are bigger, stronger and faster.

    • Markus says:

      10:21am | 07/04/10

      Tonya Harding.
      The most disgusting act of violence I have ever heard of by an athlete against another athlete. Not just an attack in a heated moment on field, but a cold, premeditated attempt to wipe out competition.
      What gender was Tonya, Elise?

      And going by your whole gender typecasting, is this not a completely valid reason to never give female sport the same coverage as male sport?

    • Lee Smith says:

      12:01am | 08/04/10

      Sure Tonya came up with the idea - two men committed the physical part of the crime.

    • BTS says:

      10:39am | 07/04/10

      Arrested Female Sporting Celebrities include:
      Jennifer Capriati Tennis
      Tonya Harding Ice Skating
      Nicole Bobek Ice Skating
      Missy Giove Moutain Bike
      Sherry Smith Body Building
      Jessra Johnson Basketball
      Amanda Hanneman Basketball

      A five minute search, I am sure there are more.

    • Andrew says:

      11:01am | 07/04/10

      What about women drug cheats. Flo Jo and that chic who won all the gold medals at the Sydney games. Who then went on to cast herself as a victim. Yawn! Me are sooo bad and women are really good.

      Sugar and spice and all things nice vs slugs and snails and puppy dogs tails.

    • Al says:

      05:06pm | 07/04/10

      Don’t forget Suzie Maroney and her drunken antics.

    • Al says:

      10:53am | 07/04/10

      Hey Elise. April Fool’s Day was last week!

    • Martin G says:

      11:03am | 07/04/10

      “Female athletes don’t beat up their partners, they don’t face rape or assault charges like footballers or urinate in public when they are drunk.”

      Sexist, baseless claims.

      “So here is my list of suggested sports or athletes sponsors could pour their money into.”

      How about more sponsorship for grassroots sports instead of pushing a feminist agenda?

      Face facts, women’s sports are not as popular with spectators as men’s. This is why companies pour their money into male athletes, as they are recognised as faster, stronger, and generally more skillful and therefor ebetter to watch than their female counterparts.

    • James says:

      11:32am | 07/04/10

      “And the answer seemed obvious: female athletes. Female athletes don’t beat up their partners, they don’t face rape or assault charges like footballers or urinate in public when they are drunk.”

      Yet again fundamentalist feminists shows that it is okay to discriminate and generalise against men. And I bet you wonder why so many laugh at feminism, just look at what you wrote and you might understand.

      If a man wrote a similar article, saying the same things about female atheletes, he would probably lose his job, be sued by some feminist organisation and chased out of the country. Sadly, when a woman writes something like this it is okay.

      Maybe Christianity was right to say that women should not be allowed to speak in public. Maybe it wasn’t created to control women, maybe it was created to actually protect you from your own random stupidity?

      Sorry if I sound offencive, but I get so sick and tired of this double standard from fundamentalist feminists when I have never done anything wrong to a woman in my life and have no intentions to do so.
      Feminism does more harm than good for women.

    • Mike says:

      11:48am | 07/04/10

      I’d like to pose it to the author… which of the athletes you suggest should be sponsored have you paid money to go watch perform yourself? Or which have you watched on TV instead of gawping at Sex and the City or whatever trivial mumbo-jumbo the young ladies of today are into?

      I’d bet it was none. Because generally speaking, women aren’t interested in watching their own gender perform in sporting contests. Until you go out of your way to support female athletes with your own money, there is no reason for a sponsor to support them.

    • Mike says:

      11:50am | 07/04/10

      I’d like to pose it to the author… which of the athletes you suggest should be sponsored have you paid money to go watch perform yourself? Or which have you watched on TV instead of gawping at Sex and the City or whatever trivial mumbo-jumbo the young ladies of today are into?

      I’d bet it was none. Because generally speaking, women aren’t interested in watching their own gender perform in sporting contests. Until you go out of your way to support female athletes with your own money, there is no reason for a sponsor to support them.

    • stephen says:

      11:52am | 07/04/10

      In the old days - the Ancient Greeks, that is -  the old Olympic Games was not assessed only on strength and endurance, but on Grace (a very under-used-word today, might i add), so next time a lady spotsman’s on tele, have another look, cause sport is not only grunt and sweat.

    • Zeta says:

      12:22pm | 07/04/10

      The Greeks didn’t allow women to participate in the Olympics…

    • stephen says:

      02:29pm | 07/04/10

      Grace was my point, and perhaps if it was of value, women would be more noticed. Perhaps.

    • Wirewolf says:

      05:20pm | 07/04/10

      The Greeks didn’t even allow women to watch the Olympics! (on pain of death)

    • Markus says:

      01:15pm | 07/04/10

      - Balmain Tigers winger Kevin Yow Yeh died in police custody from a suspected heart attack.[4]
      - Australian international player Bob Lulham was in the headlines after his mother-in-law was alleged to have attempted to poison him with thalium[1].

      Please explain how this contributes to any point you may have.
      All this proves to me is that male sport is more popular than female sport.
      Did you even read this page before you posted it?

    • Seano says:

      02:32pm | 07/04/10

      I’m also not sure how a RL player being assaulted out side a pub is an indictment of males or sportsmen.

      How about a list of “off field” incidents involving carpenters?

    • BTS says:

      12:19pm | 07/04/10

      Are there more male athletes?  Might this account for the higher rate of incidents?

    • Darren says:

      12:52pm | 07/04/10

      we all know that women are pure and that all the evil in the world is caused by men - or is it that men who play professional sport and have an entourage who fawn over them develop a bad attitude - of course the same can happen with women who are treated the same!

    • BTS says:

      04:14pm | 07/04/10

      A flaw in the theory is that more than a few women throw themselves at these male sportstars.  I wonder how women reconcile with that from their own kind?

    • KH says:

      01:25pm | 07/04/10

      To all the (probably men) who claim that women could not compete with men on the same field - for most sports, you are right.  But can someone please explain golf?  It looks like exactly the same game - maybe different pars on the holes, but you still have the exact same objective - get small ball into small hole.  Same equipment.  Same courses.  Same skills required - regardless of how many shots to a hole - club selection, the conditions of the course, the lay of the green….. Can anyone explain to me what difference it makes who is hitting the ball? 

      I am female, obviously, and I don’t like womens sport generally - because it is boring.  Its like the difference between F1 and BMX bikes - clearly not the same thing…...  But there are a couple of sports where it shouldn’t make a difference (I said a couple - you could probably count them on one hand!)

    • Tim says:

      01:52pm | 07/04/10

      Um,
      it might have something to do with the fact that the men hit the ball 50m further than the women off the tee, play on longer and harder courses and are far more accurate.
      Comparing men’s and women’s golf is like comparing an amateur to a professional. Sure the women are great players, but put them against the men and they would have no chance.

    • Concerned says:

      03:09pm | 07/04/10

      Hey KH, did you know BMX is an Olympic sport and F1 is not? What a stupid comparison.

    • Matt says:

      04:24pm | 07/04/10

      the difference in golf is that the males can hit it further hence they can get to the green in fewer shots on most holes. Womens tournaments are often played on shorther courses and are sometimes given an extra shot on certain holes (i.e. a long par 4 for men is a par 5 for women).  though you’re right that once they get to the green its irrelevant.

    • red says:

      02:13pm | 07/04/10

      Your comment: When the girls run 100m under 10 seconds, clear 2 metres in a high jump, run a marathon in uder 2:05, putt and drive as well in golf events, out ski, out hit etc etc - get the picture - then sure. And by the way plenty of women sportpersons have been arrested and sentenced for criminal offences.

    • Nick says:

      04:22pm | 07/04/10

      almost all male sports are better to watch then female sports, thats why they sponsor males alot more

    • Matt says:

      04:49pm | 07/04/10

      businesses will only sponsor an athlete that gives them a good return on investment. mens sports overall get far more exposure hence far more sponsorship money. Women who excel in high profile sports (mainly Olympic sports) such as Steph Rice and Marionn Jones (before the drug thing) etc. etc. made a killing from sponsorships because they had great success in a high profile sport.

      also id dare say all of the athletes you mentioned (apart from Kukla…yet) have sponsorship deals (clijsters and ochoa probably very significant high earning deals) so its not as if theyre ignored, they just dont get as much as elite male athletes because of the lower exposure levels.

    • BTS says:

      05:53pm | 07/04/10

      Watch all of Tiger’s sponsors come back when he starts winning again!

    • marley says:

      08:00pm | 07/04/10

      I’ve always wondered whether there is all that much financial return on sponsorships.

      Ok, if Tiger say golf club X is the greatest, you might buy it, believing it will let you drive a ball 300 m - we all have our fantasies, after all. But how much is Tiger really worth to companies selling razors or clothes or cars or consulting services?  How much does the link between a company and any athlete, be he (or she) a golfer, a tennis player or a footballer (any code) really matter?  Personally, I’d never buy a product just because some guy with big muscles said to do so.  It doesn’t matter whether he’s got the intellect and morals of a medieval saint, or those of a King’s Cross urchin.  I choose my products based on things just a tad more sophisticated than posters at a tennis stadium or football ground, or sound bytes from the “catch of the day” on TV.

    • Matt says:

      11:40pm | 07/04/10

      Its not so much buying the product because tiger (or other famous person) uses it, rather you see tiger on tv and watch the ad out of curiousity to see what its about. then the next time you go to the supermarket to buy a razor (or whatever was advertised) and your deciding which one to get you consider the one tiger had because you remember seeing an ad about it. why do you remember the ad? because tiger woods was in it.

      alternatively it could be about association. the people who advertised the razor with tiger were all rich, famous, succesful and high quality athletes (federer, clarke, thierry henry etc). hence they want the razor to appear like it also has those traits i.e. sure this razor costs more but it gives you a high quality shave.

      of course this works more effectively on some people then on others

    • S.L says:

      09:22pm | 07/04/10

      You make a valid point Elise but the hard fact is for a female sports person to get sponsored it’s all about “tits and arse!” My humble apoligies for the use of the phrase here but it’s a fact of life (hello Anna Kournakova). If a girl looks like she’s been hit by the ugly tree FORGET IT even if she’s a world beater! Now being a hetrosexual male I don’t fancy Tiger for example but then again I don’t know many women who do either (before or after the scandal) but it makes no difference to sponsors and the publics opinion of male sportspeople.

    • Markus says:

      09:51pm | 08/04/10

      The lack of appeal is due to the level of competition compared to that of their male counterparts, so T and A are the only option for sponsorship, short of actually getting to a stage they could compete with men at elite level.
      If a girl could beat Federer consistently it wouldn’t make a bloody difference what she looks like.

    • Robert Smissen of Rural SA says:

      11:13pm | 07/04/10

      Elise, obviously you don’t hang out with many female athletes, I have seen a lot of behavior from female athletes from trashing venues beating up rival teams urinating in public & generally being obnoxious. Get over yourself.

    • Lee Smith says:

      12:07am | 08/04/10

      Gee someone opened the closet and let all the mysoginists out….

    • James says:

      08:50am | 08/04/10

      “Gee someone opened the closet and let the misandric out….”

      FTFY.

    • Robert Smissen of Rural SA says:

      06:24pm | 08/04/10

      Someone touch a nerve did they lee? ? ? Or do you think we should follow women’s sport because they are cuties?

 

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