Maria Sharapova is a beautiful woman. Tall, blond, svelte
muscled, cheek-bones, graceful and spirited. In 2004 at 17 she won Wimbledon
and in four years had picked up three grand slams. She earns an estimated 22.5 million dollars a year in endorsements, the best-paid female athlete in the
world. Yet she has not been ranked number 1 since 2008 and won no grand slams
in the last 3 years. Her income towers over tennis players, male and female,
far more highly ranked and often more skilled.
Players seethe believing correctly that her looks and
personality factored more highly than her skill in her endorsements. This was
not the confluence of beauty and dominance that Tiger Wood exploited. She
played erratically and never really dominated the circuit, only reaching number
one ranking 5 times. She lived in the
shadow of Serena Williams’ unearthly skill. She presented as the poster child
for beauty mattering more than skill or talent in women’s sports.
Tennis is unforgiving. As a net sport that divides players
from physical contact, tennis allows the beauty of the game to unfold with
etched clarity since the line and power of movement and hitting are not marred
by 240 pound linebackers trying to disrupt your play. It places heavy emphasis
upon the tactics and strategy which are determined mainly by the opponent’s
mind and skill, not by their physical ability to disrupt you.
This makes it a game of nano-inches, close calls and split
second judgments. The sheer speed and size of modern players has all but eliminated
classic net games. Power serves easily reach win percentages of 80 percent, and
the game often ends up a seemingly endless grunting groundstrokes of stupendous
power and accuracy as each player vies to set up the other, then slice, drop or
angle shot. It’s a game that isolates each player. You can see every facial
expression, every emotion, every strain of the body. Millions of spectators
have watched great players implode on the court while others harden and recover
themselves and come back with steely resolve.
Here is where the dilemma lies. The convergence of sheer
physical beauty does not always play fair with sport talent. Many people watch
sport for the beauty of the game. Sometimes they are not even aware of it, but
the pleasure and awe at great plays is experienced palpably by a fan. We all
admire and enjoy the aesthetic aspect of sports.
Greek art idealized the beauty of form and physical male
bodies. We do it in our own pictures, just look at the plays and players in the
average media outlets or the highlights of ESPN; they all draw attention to the
beauty of the plays. These plays exhibit the athletic beauty of the players. We
do not notice their physical looks, appearance or amount of skin showing when
they execute. ESPN highlights do not caress the physical appearance of the
person but the physical and mental execution of the player.
In the Greek Olympics writers raved about the physical
beauty of the male athletes. Many, male and female, lusted after them. The
winners and the beautiful ones got endorsements and gifts and status.
Gladiators in Rome were similarly lionized with fame, status and art. But the
art selectively emphasized only the good-looking ones, not the not so good-looking
ones. It even made scars look good.
We are not Greeks or Romans and seldom worship the male
form. But we do give endorsement deals to great male athletes, but by and
large, the better-looking athletes and the great personality athletes, get the
better deals. Think Tom Brady or Tiger Woods or the number of deal amassed by
RG3 before he has even started a football game.
Women face the dilemma that they are judged by looks first,
and many male fans cannot get beyond that. Broadcasters may want female athletes to look
good for ratings but that double standard means people take them less seriously
as athletes. It forces women’s team who seek male viewers to highlight physical
appearance and sexuality. Once watching viewers can easily be converted to
enjoy the game itself. It happens every four years with beach volleyball and
the Olympics.
So as long as the majority of people who take sports
seriously are men and the women’s sports and their sponsors need male viewers,
teams and marketers will emphasize appearance, looks and sex appeal. They have
to rely on the game to keep them there and it happens a surprising amount of
the time.
I wish it were different, but it is not. I mean can you ever
see a woman getting away with Pablo Sandoval’s girth in San Francisco and
becoming an adored “Kung Fu Panda?”
So female athletes rightly resent how male notions of beauty
and male obsessions with female sexuality drive their sports to market the way
they do and award endorsements—remember the endorsements follow as much appearances
but the society has a much wider tolerance for male homeliness.
But back to Sharapova. She kept up her endorsement level
even when she stumbled in play, tore her rotator cuff and had surgery and did
not win consistently for three years. Her beauty carried her, not her playing.
But more importantly she has carved out a story beyond her
beauty. This win gave her a career grand slam.
The win revealed, as do the lines of her maturing face, the
mental toughness and tenacity that always informed her game. She achieved too
much too fast, faltered and then struggled through a debilitating injury,
surgery and harsh rehab where she fell to 126 in the world. At the French Open she won on the
surface where she had always lost.
In her comments, the reality of the athlete behind the
beauty, the athlete’s mental beauty poured out, “I could have said, 'I don't need this. I have money, I have
fame, I have victories, I have Grand Slams.' But when your love for something
is bigger than all those things, you continue to keep getting up in the morning
when it's freezing outside, when you know that it can be the most difficult
day, when nothing is working, when you feel like the belief sometimes isn't
there from the outside world, and you seem so small…But you can achieve great
things when you don't listen to all those things."
When she fell to the ground in tears; she wept for joy but
also for vindication. Her triumph triumphed over the beauty obsession and
reminded everyone that skill and strength demonstrate the deeper beauty of
sport.
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