
In the 1960's both tennis and swimming were both on equal footing as "amateur" sports. There was no prize money back then and tennis players supposedly played because they loved the sport. It only took a couple decades to change all that and players like Maria Saharpova, Rafael Nadal, and Roger Federer are now making as much or more than USA Swimming.
Tennis has completely surpassed swimming both culturally and economically and all the while the national governing bodies that managed the sport did what they could to prevent the athletes from profiting.
Now, contrast that fast handshake and the Venus Rosewater trophy delivered to Billie Jean King on plushy grass at the All England Club to the cool, white, tile on the Beijing Aquatic Center's deck during the 2008 Beijing Olympics. Keep in mind that this is an aquatics center that took $200-million to build so the world could watch Jason Lezak swim the fastest 100-free in history; an astonishing 46.06 which had never been done before. Imagine what the governing bodies made in TV rights? The result of Lezak's efforts ultimately helped his team win not only a gold medal and a "firm handshake" but an eighth gold medal and a huge $1,000,000 bonus for Michael Phelps from the marketing bosses at Speedo for accomplishing such a feat.
In 1967 "... King criticized the United States Lawn Tennis Association (USLTA) in a series of press conferences, denouncing what she called the USTLA practice of "shamateurism", where top players were paid under the table to guarantee their entry into tournaments. King argued that this was corrupt and kept the game highly elitist. King quickly became a significant force in the opening of tennis to professionalism. "
Now here is a question I have for the members of our US national swim team: Does our Michael Phelps receive appearance fees? If so, how does that make you feel?
Billie Jean King appreciated fairness and this quote was quite stinging to the governing bodies of the day and I think it is applicable now:
"... In America, tennis players are not people. If you are in tennis, you are a cross between a panhandler and a visiting in-law. You're not respected, you're tolerated. In England, you're respected as an artist. In Europe, you're a person of importance. Manuel Santana; [A Spanish tennis player], gets decorated by Franco; [Former dictator]. The Queen leads the applause. How many times have I been presented at the White House? You work all your life to win Wimbledon and Forest Hills and all the people say is, "That's nice. Now what are you going to do with your life?" They don't ask Mickey Mantle that. Stop 12 people on the street and ask them who Roy Emerson is and they're stuck for an answer, but they know the third-string right guard for the Rams. I'd like to see tennis get out of its "sissy" image and see some guy yell, "Hit it, ya bum" and see it be a game you don't have to have a lorgnette or a sash across your tuxedo to get in to watch. ..."In an act of "mutiny" she and World Tennis magazine founder, publisher, and editor Gladys Heldman founded a pro league for women's tennis. Paying the women players only $1.00 each to play in the league, she convinced Houston Racquet Club to sponsor the tournament and persuaded her friend, Joseph Culiman, then CEO of the Phillip Morris company, to put up the prize money. Hence the Virginia Slims circuit; named after a cigarette line aimed at young women, was founded. Five games were played, prize money was delivered to the winners and then the concept exploded.
[Reference: "Huck Finn of Tennis: That's Billie Jean", featured in the Oakland Tribune, September 26, 1967, page 38:" ]
So where is our "devil"; (read as a cigarette, alcohol, or gambling consortium), that can come in and provide actual prize money, a reason for people to watch, and thereby take advantage of the branding possibilities that the Phillip Morris company did?










































