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BILLIE JEAN KING TALKS OPENLY OF LOST ENDORSEMENT INCOME

          BILLIE JEAN KING is featured in a Q&A in the current
     INSIDE SPORTS.  Asked if there is less of a stigma on women
     athletes who come out of the closet because it "cost them
     less" than men, King responds, "Really?  It cost me
     millions."  King says that after she went public with her
     homosexuality, "I lost every endorsement in 24 hours -- is
     that a stigma?  It was very clear they dropped me because of
     the sexuality issue.  Now, if you're young enough, like
     MARTINA [NAVRATILOVA] was when she came out, you can still
     win more money.  She did get some endorsements, though not
     as many as CHRIS EVERT.  Chris is still getting huge
     endorsements.  So if you're talking financial rewards, which
     is a good measuring stick ..."  More King: "[B]usinesses
     stand behind their male endorsers longer, regardless of
     behavior.  JOHN DALY is an example.  Baseball repeatedly
     rehires offenders: sexual assault, drugs, battery, rape. 
     Football supports drug addicts, wife abusers, gamblers. 
     Face it: Men protect men."  King, asked about doing product
     commercials: "No one wants me in commercials.  They're not
     knocking down the doors for 'old' women athletes, believe
     me.  It's interesting -- women comprise only about 2% of
     commercial endorsements today, compared to men.  It's
     another stupid inequality we have to live with" (IS, 3/98).
          MEDIA VIEW: King, on getting the message out concerning
     equality for women in sports: "One problem is that big
     sports publications, like [SI], are run by men.  And from
     S.I.'s track record on women's issues, I wouldn't say
     they're our best venue.  I know what goes on at their board
     meetings and how they decide covers.  They didn't put
     Martina Navratilova on the cover enough, compared to less
     accomplished male athletes.  They don't put black women on
     the cover -- they just don't sell as well" (IS, 3/98). 

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