Talent alone does not suffice: erotic capital,media visibility and global popularity among professional male and female tennis players

Following Catherine Hakim’s notion of the increasing significance of ‘erotic capital’ in contemporary society, this paper addresses the effects of erotic capital in the realm of professional sports. Erotic capital may be closely related to popularity and thus represents a key marketing asset, in particular for female athletes facing a predominantly male audience. These ideas are examined here through analysing the media visibility of top tennis players in the German print media, as well as their global popularity (measured by search engine queries). The results provide further evidence of gender discrimination in sport since they show that the popularity of female athletes depends on their physical attractiveness whereas such a relationship does not exist for male athletes. Given gender-discriminatory consumer and print media preferences, female athletes face strong incentives to adapt to a sexualized sports culture that reinforces hegemonic masculinity.