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COPYRIGHT 2001 The Dallas Morning News
Byline: Richard Alm
Feb. 24--WOMEN ATHLETES TO WIN IN AD GAMES: At the start of each year, Dean Bonham peers into his crystal ball for a glimpse of what will shape the sports business in upcoming months.
Here's a prediction for 2001: "With Venus and Serena Williams leading the way, corporate America will embrace female athletes as endorsers."
Mr. Bonham, president of the Bonham Group, a Denver sports consultant, isn't the only one who sees women athletes finally breaking through.
"The two top ideas among our corporate clients are women's sports and alternative sports," said Ray Clark, president of The Marketing Arm in Dallas, which works with Nokia Oyj, J.C. Penney Co., SBC Communications Inc., Frito-Lay Inc., Texaco Inc. and other companies.
Reebok International Ltd., the shoe and apparel manufacturer, raised eyebrows in December by signing 20-year-old tennis star Venus Williams to an endorsement contract reportedly worth $40 million over five years, the biggest deal ever for a woman athlete.
The deal ushered...
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