Corporate America would obviously want to have a more attractive athlete, or rather woman to be the figurehead of its respective campaign because consumers respond to this.  However, this is not to take anything away from the less attractive, but more talented athletes.  They are better than the more attractive women who get endorsement because they worked harder and would stop at nothing to achieve near perfection in their game.  But sadly, in terms of endorsements, talent is not the only factor. While Messner is right, he seems to degrade women that choose to pose provocatively for calendars, magazines, or television commercials.  If the world were based on talent, the less attractive and more talented female athletes would get the endorsements, but because the world revolves around media, beauty and image matters.