Perhaps the broader problem is that we live in a world with such a narrow view of female attractiveness that female athletes are too "different" to be given an endorsement shot. Male athletes, for the most part, fit the general ideal of manhood. Female athletes look "masculine", "too muscly", "weird"...As the coverage of the University of Delaware study notes, "the best opportunity for substantial endorsement contracts for female athletes will be determined over the next few weeks"; female athletes who do well at the Olympics might be lucky to pick up a few endorsement crumbs that are left over from the smorgasbord foisted upon their male equivalents.

Personally, I would buy anything Lauren Jackson sold me. I would splash cash on whatever Notre Dame guard Skylar Diggins became the face of.