In the early 1970s, women's professional tennis was in its infancy. Enter an unlikely savior: Virginia Slims, a cigarette brand aimed at women. This partnership would prove both groundbreaking and controversial, leaving a complex legacy that we're still unpacking today.

The Birth of a Partnership

In 1970, a group of nine women players, led by Billie Jean King, broke away from the male-dominated tennis establishment to form their own tour. They needed a sponsor, and Virginia Slims, owned by Philip Morris, stepped up with a $100,000 commitment.

As the WTA's official history notes, this partnership launched the Virginia Slims Circuit, which would evolve into today's WTA Tour.

A Game-Changing Move

The impact of Virginia Slims' sponsorship was immediate and profound:

Financial support: It provided much-needed prize money, allowing women to make a living playing tennis.

Visibility: The tour gained media attention, raising the profile of women's tennis.

Legitimacy: Corporate sponsorship lent credibility to the fledgling women's tour.

The Social Context

It's crucial to understand the social climate of the early 1970s:

• The women's liberation movement was gaining momentum.
• Virginia Slims' slogan, "You've come a long way, baby," resonated with the ethos of women's empowerment.
• Awareness of smoking's health risks was growing, but not yet widespread.

The Social Cost

From a modern perspective, the social cost of this partnership is clear:

Health implications: Promoting smoking, particularly to young women, had severe public health consequences.

Mixed messaging: The juxtaposition of athletic excellence and smoking sent a confusing message to fans.

Ethical concerns: It raised questions about the ethics of sports sponsorship and athlete endorsements.

The Legacy

The Virginia Slims-WTA partnership lasted until 1994. Its legacy is complex:

• Positive: It played a crucial role in establishing women's professional tennis.
• Negative: It contributed to the normalization of smoking, particularly among women.

Lessons for Today

This partnership offers valuable lessons for modern sports:

The power of sponsorship: Corporate backing can make or break a sport.

Ethical considerations: The source of funding matters and can have long-term implications.

Changing social norms: What's acceptable in sponsorship evolves with societal values.

Conclusion

The Virginia Slims-WTA partnership is a stark reminder of how much times have changed. While it undeniably played a crucial role in the development of women's tennis, it came at a significant social cost. Today, as we celebrate the achievements of women in tennis, we must also acknowledge the complex history that made it possible.

As we look to the future of sports sponsorship, this history serves as both a cautionary tale and a reminder of the power of corporate support to drive social change - for better or worse. The challenge for today's athletes and sports organizations is to harness that power responsibly, ensuring that the pursuit of athletic excellence aligns with broader social good.