Quick viewing(Text Mode)

SBJ Master Template

SBJ Master Template

SPORTS BUSINESS JOURNAL PORTFOLIO GOLDEN ANNIVERSARY

The Original 9 hold a dollar rep- resenting new contracts in 1970. A DOLLAR Only is facing pho- CASH ADVANCE: WOMEN’S PIONEERS tographer Bela Ugrin, who actu- STILL MAKES ally took the famous money shot. JANE “PEACHES” BARTKOWICZ ROSIE CASALS JUDY DALTON A DIFFERENCE n AGE: 71 n AGE: 71 n AGE: 82 inal 9’s plans to gather in person n HOMETOWN: Hamtramck, Michigan n HOMETOWN: San Francisco n HOMETOWN: Melbourne, Australia n n n WOMEN’S PROFESSION- this year were dashed. But they BIO: Bartkowicz was a dominant BIO: Inducted into the International BIO: Dalton was the oldest member juniors player but Tennis Hall of of the Original 9 AL tennis as we know it will still be celebrated across the her pro career was Fame in 1996, and a highly suc- today began when the world for the leap they took that short; she retired the self-declared cessful doubles Original 9 players helped make it possible for the at age 21 a year “rebel” won seven player. She won signed $1 contracts tennis players on Forbes’ 2020 after the Original majors doubles doubles titles in all with in best-paid women athletes list to 9 tournament in titles alongside four Grand Slams September 1970 to earn a combined $130.4 million Houston, in part her close friend, and even after found a new circuit. In because of her King. Casals won retirement contin- this past year. It’s not just a story honor of the Original 9’s aversion to the 112 pro doubles ued to promote 50th anniversary, WTA of social advancement, but also promotional work championships women’s tennis of tremendous business success. required to help overall, second as president of Charities continues to Here is their story, told in their launch the fledg- all-time only to the Australian Fed carry out the women’s own words and the words of oth- ling Virginia Slims Circuit. Bartkowicz , and was an accom- Cup Foundation. legacy by making a ers who were with them. helped pioneer the two-handed back- plished singles player, too. difference and giving hand shot. back to communities THE OPEN ERA around the world Beginning in 1968, pros and KRISTY PIGEON through values of n n n progress and empower- amateurs were allowed to play AGE: 74 AGE: 76 AGE: 70 n HOMETOWN: Berkeley, California n HOMETOWN: Long Beach, California n HOMETOWN: Danville, California ment. the same tournaments, and n BIO: Gladys Heldman’s daughter, she n BIO: Famous for her on-court suc- n BIO: Pigeon was one of the younger Though the pandem- prize money, formerly paid was a talented pro cess — she won members of the ic has ruled out an under the table, became an offi- player, reaching 39 singles and Original 9 in Sep- in-person celebration of cial part of the game. a No. 5 ranking doubles major tember 1970, play- the nine women this n twice. Heldman titles, including a ing professionally , tennis orga- year, the WTA will nizer and agent: It was very little was a late addition record 20 Wimble- part of the year, to the momentous don titles, and then attending launch a special 2020 prize money, first year or two, and Virginia Slims of became the first college the other celebration of the group the women were even worse be- Houston tourna- woman athlete to part. Pigeon was through several cause they were getting much less ment after real- earn $100,000 in close with Original initiatives, including a than the men. It was like one- izing she didn’t a season — and 9 organizer Gladys special acknowledg- tenth. want to miss out promotion of the Heldman. Pigeon ment during the U.S. n JULIE HELDMAN, Original 9 on contributing sport and social played profession- Open women’s member and daughter of orga- to sports history, despite an elbow injury. justice cause, King helped found the WTA ally until 1975, and later started a ranch semifinals on Sept. 10, a Heldman later became a lawyer and and World TeamTennis, is an Interna- for therapeutic horseback riding in Idaho. nizer Gladys Heldman: Systemic misogyny began to take televised 11-part series author, writing a book about her life, her tional Tennis Hall of Fame inductee and a with broadcast partner over and by 1970, which was only two years into Open ten- mother and her Original 9 experience. Presidential Medal of Honor recipient. nis, there were virtually no tournaments for women who Tennis Channel beginning on Sept. 13, wanted to make money. REID NANCY RICHEY VALERIE ZIEGENFUSS and a variety of n BILLIE JEAN KING, Original 9 member: Larry [King, her n AGE: 73 n AGE: 78 n AGE: 71 dedicated stories found former husband] says, “If you go pro, the men will get rid n HOMETOWN: Mosman, Australia n HOMETOWN: San Angelo, n HOMETOWN: San Diego of you.” And I said, “No they won’t, they’re my friends.” n BIO: Reid won 26 titles, including the n BIO: An International Tennis Hall of n BIO: Ziegenfuss won six titles as a on WTAtennis.com and The Original 1977 Australian Fame inductee, doubles player, as the WTA’s social He goes, “Billie, I am telling you the men will think you channels via #Original9. Undervalued and underpaid, nine don’t deserve it. And the old boy network will prevail be- Open singles Richey reached well as a bronze crown and the No. 2 in the world medal in the 1968 The celebration will cause they own everything. They run everything.” And he 1968 Wimbledon in 1969 and won Summer Olym- also spotlight a virtual daring tennis players turned pro was right. And I was totally wrong. and 1978 Austra- 69 singles titles in pics in Mexico celebrity reunion event n JANE “PEACHES” BARTKOWICZ, Original 9 member (as 50 years ago, changing the course lian Open doubles her two-decade City with doubles with the Original 9 on told to WTAtennis.com): The cost of traveling to events was titles, during a career. She won partner, and fel- Sept. 23 in honor of its of women in sports forever. successful pro low Original 9 a real issue. I remember going to Europe, winning the first “A Dollar Makes A tennis career in and member, Jane six tournaments I played — and actually losing money. Difference” fundraising BY BRET McCORMICK n JULIE HELDMAN: By the time it came to August 1970 and the which she was a singles champi- “Peaches’’ Bartko- top-10 regular. onships and four wicz. Ziegenfuss campaign with the Billie U.S. Open, there had been weeks where there were no tournaments Queen Elizabeth II majors doubles still lives in her Jean King Leadership In the annual list of top-paid female ath- with 10th contributor Gladys Heldman, their to play, and everybody was very worried and upset. Billie Jean and made Reid a Member of the Order of the titles, while playing around the same time hometown of San Diego and has an ac- Initiative. — B.M. letes in the world, women’s tennis players shrewd and savvy organizer. Rosie [Casals] were trying to get a boycott going to stop the women British Empire (MBE) in 1979. as her equally talented brother, Cliff. tive career in real estate. have dominated the rankings since 2010. Some were rebels and feminists. All were from playing in Los Angeles where this terrifically famous pro- Eighty-four percent of the spots on the driven by an oppressive, male-dominated moter [] decided they would only have enough prize Forbes-produced list during the past decade tennis establishment to take a potentially money for the men. … It was symbolic that one of the oldest tourna- have gone to 22 women’s tennis stars, and career-ending chance by turning pro on ments around turned on us, and one of the guys who could have CONTINUED FROM PAGE 14 nis players beginning in 1970. ly energetic, very accomplished as a , had the top earner each year was a tennis play- Sept. 23, 1970, in Houston. They signed Hel- helped, turned on us: the Pacific Southwest and Jack Kramer. The rest of the time they were window-dressing. n PAUL PEARCE, former executive director of the the biggest Rolodex in tennis, focused on her mag- er. Only one other ball sport had an athlete dman’s symbolic $1 contracts, a move that n VALERIE ZIEGENFUSS, Original 9 member: That was my back- n NANCY RICHEY, Original 9 member (as told to Houston Tennis Association: I was sitting in my office azine, and had this steel backbone and was able to make the list in that span, American soccer established the first women’s professional yard in Southern California. I loved that tournament. I upset Bil- WTAtennis.com): We were so discriminated against one day, phone rang, and it was Gladys Heldman. She move mountains. But at the same time, part of that player Alex Morgan. tennis tournament. Within three years, that lie Jean in 1964. I had done well in the Pacific Southwest, but, you — I was at the point where I didn’t care if I never asked “Paul, do you think you can raise $5,000 for a complex character was, that she could in a number Today’s top-paid female athletes can thank initial event had morphed into the Women’s know, I didn’t want to support that event anymore. played another . I felt we were kind of women’s tennis tournament?” The question really of emotional situations, come to a crashing halt. the Original 9, a pioneering group of nine Tennis Association, the most successful n , longtime tennis executive: The real risk going down a dead end anyway. hit me hard, to be quite frank, because the answer, I She had two very different sides … [she] smoked tennis players who made history 50 years ago women’s sports organization in history. The was going up against the establishment, the USTA, Tennis Australia, felt, was probably no. I told her, though, I was really two to three packs a day, she also drank two double this month: Billie Jean King plus Peaches Houston group’s risk has helped inspire the Lawn Tennis Association and most of all the ITF. It meant that GLADYS HELDMAN excited. This is my job in Houston to promote tennis vodkas before lunch and two double scotches before Bartkowicz, Rosie Casals, Judy Dalton, Julie countless women to take a chance, to stand they risked not playing in the Grand Slams, which was the only place The influential and connected publisher of World and what better way to do it than this? I said, “Glad- dinner. It was a different time. Heldman, Kristy Pigeon, Kerry Melville Reid, up for themselves, in the five decades since. they were showcased and could get on court in front of a big crowd. Tennis Magazine, who passed away in 2003, took ys, I don’t know if I can, but I’ll sure try.” n PEARCE: I was very disappointed to call Gladys

Nancy Richey and Valerie Ziegenfuss along Because of the global pandemic, the Orig- CONTINUED ON PAGE 15 Public Library Bela Houston Ugrin/Courtesy Getty Images (9) on the issue of discrimination against women’s ten- n JULIE HELDMAN: [Gladys] was brilliant, high- CONTINUED ON PAGE 16

14 | SEPTEMBER 7-13, 2020 WWW.SPORTSBUSINESSJOURNAL.COM WWW.SPORTSBUSINESSJOURNAL.COM SEPTEMBER 7-13, 2020 | 15 SPORTS BUSINESS JOURNAL

PORTFOLIO GOLDEN ANNIVERSARY

CONTINUED FROM PAGE 15 Billie Jean King helped build the Original 9 members gath- “I just committed Virginia Slims to do this” and back one morning to let her know I was only able to foundation for women’s sports today. er with Billie Jean King the brand manager was like, “You what?” and actress Emma Stone raise $2,000. She said, “Well, I’ve got an idea. I’m going in 2017 for the premiere to a dinner party this weekend and Joe Cullman is but I never felt, at least personally, of “Battle of the Sexes,’’ CHANGING THE FUTURE going to be there, he’s the chairman of the board of that we were advocated to smoke. about King’s 1973 match. Women’s tennis success over the next 50 years Philip Morris.” She said, “Joe’s really active in ten- n KRISTY PIGEON, Original 9 mem- can be directly traced back to the Original 9 and nis, and I’m going to talk to him and see if we can get ber: Both entities, meaning us and and this possibility of the Virginia Slims of Houston tournament. some advertising dollars out of him.” She met with Philip Morris, were presenting a making all this money? n MICKY LAWLER, president of the WTA: The him apparently that weekend and convinced him to strong, aggressive, successful woman They were just looking at global nature of the WTA has only increased and get involved and of course he made up the rest of the that was going to speak her own mind the wrong photographer. of course prize money is at $180 million now. It’s a prize money. Instead of getting $3,000 out of him, I and do what she wanted to do, and that n DALTON: I remember major, major tour. Could they have dreamt back think she got 5. That was compared to the $1,000 Jack was a first for the time. because I got to the final. then that we were going to be here today, with finals Kramer was offering the women in California. I beat Billie Jean on the that offer $14 million in prize money and just the NEXT STEPS way. I won more money entire business of women’s tennis with 704 million FIRST STEPS A critical meeting at Gladys Held- that week than I’d ever television viewers all over the world? At the 1970 U.S. Open, an agreement to boycott man’s home in Houston determined won, $3,200-something. n RAY BENTON, longtime pro tennis promoter: the next tournament, the Pacific Southwest, and what would come after the original n CASALS: I ended up What other sport in the world is as prominent as hold a separate women’s professional tournament tournament. winning $250 more than women’s tennis? I would say women’s basketball in Houston was made. The blowback from the es- THE MARKETING CONNECTION n DALTON: When we decided to do the tournament won at the and women’s golf have been inspired by women’s tablishment was immediate. Gladys Heldman’s friendship with Philip Morris in Houston, in order for us to do it we had to, in DOLLAR DAY men’s tournament at the Pacific Southwest, so that tennis, but I think women’s tennis has the most n JUDY DALTON, Original 9 member: There were Chairman led to a perfectly timed theory, become professionals. If the Houston one The Original 9 sign $1 contracts, leading to the was the exclamation mark on our tournament for the economic impact and the biggest celebrities, and a lot of people that said, “Oh no we’re not going to sponsorship by the company’s new niche cigarette was a success, Philip Morris said they would give famous photo at a press conference, and the first women, and to Jack Kramer. Billie Jean’s impact on making that happen, his- take any chance.” [World No. 1] , she brand, Virginia Slims. money for the next year for tournaments, so we had tournament, almost an afterthought, was played. tory will prove that will be more impactful than and were playing the Dewars tourna- n GRIMES: It was really one of those lucky situa- to A), vote on who was going to run the thing, and n TERRY ST. JOHN, Houston Racquet Club: I was RECOGNIZING AN OPPORTUNITY what she did as a tennis player. ment in England and were getting paid a lot of money, tions where three pieces came together and all three then Gladys said we had to sign something to say told I was supposed to have a press conference, and The tournament’s success gave Gladys Heldman n KING: I’m the one who gets the attention. And so they weren’t prepared to take the chance. were critical. Without Gladys, it wouldn’t have hap- we had a contract with her, and she just said, “Oh, I had never done a press conference before. We had evidence to show Philip Morris that sponsoring a I always tell them, you know, there’s nine of us and n JULIE HELDMAN: The night before the women pened. Obviously without the players it wouldn’t let’s just do it for a dollar.” We all signed the dollars. a luncheon at noon, hors d’oeuvres and probably tour would be a worthy investment. we did it like a team and we really worked hard. were supposed to leave for Houston, I was at home have happened. But they did need the money, they I’m the only one that’s still got the dollar bill. drinks too, and then Gladys was supposed to come n PIGEON: Gladys got to work. Together we wrote n BARTKOWICZ: We were most concerned with and picked up the phone and it was Val Ziegenfuss did need the backing. And Philip Morris was a great n KING: We just were desperate. … During the up. She was meeting with the players down in the a letter to Joe Cullman asking if he would be in- the situation in tennis, obviously, but at the same who said, “I was just told by Stan Malless [head of sponsor. [Later] they really put up a lot of money tournament I was calling Larry who was back in basement room and she was supposed to come up terested in sponsoring [a tour]. I can only remem- time we felt change had to happen in other areas the USTA sanctions committee] that if I played in for PR, promotion, staffing, they sort of created a California. I said, “If this works, great. But then and make the announcement. They didn’t come up. ber how we signed off on the letter: “Joe, show us of society, too. Houston I would be suspended.” My mother was on model for what you can do as a sports sponsor. what? We have no tour.” Gladys was great, I wanted I had to go down there twice to knock on the door. some dough please.” She had an interesting way n , longtime WTA executive: her way, in an airplane, so I told her to “hold on when n ELLEN MERLO, former coordinator of public re- her, we wanted her, but she kept saying no. I said to n KING: They’re all lined up for the photo, I’m of dealing with people and being persuasive. I think what those nine women did was they inspired she gets here, she’ll fix it.” Then others began to lations for Virginia Slims Tour: [Cullman] was a bril- Larry, “Can you come out here and offer something?” around the corner talking to the president of the n DALTON: It took all of October, all November others and I was one of them. I was at this rural call. [Malless] was phoning everybody, threatening liant businessman. He was the warmest, most We know Gladys well, she would go crazy if she USTA []. I had asked him a couple and even up to December but I think there were five college in Florida and giving young women the op- everybody. optimistic-going person you could ever meet. He thought somebody else was going to do it. We knew of times, “Would you do a women’s tour? Because tournaments that were organized. Once Gladys de- portunity to get an education. If they had the guts n PEARCE: [The Houston Racquet Club was] ap- was just a superior human being. Very philan- we had to entice her. So Larry came out and offered we’re losing out.” And he said no. I went to the cided to start all the tournaments, that’s basically to do what they did, then why couldn’t I do something plying for a sanction from the USLTA and we sent thropic and committed to inclusion. to run the tour. We had no money. [During the meet- phone because I thought I should be courteous to when all the shit hit the fan. Kerry and I were sus- about this and not just sit back? So, I had a lawyer in our application and check, and apparently at the n GRIMES: In fairness to Jack [Kramer], he re- ing at Gladys’ house] Julie [Heldman] gets off the him and said “We’re going to sign $1 contracts with pended [by Tennis Australia], we couldn’t play any who was quite a good tennis player and he offered USLTA they were having fits and starts when they ally felt he couldn’t sell the women so why would sofa, runs into her mother in the kitchen or wher- Gladys.” He said don’t do it. I said “Well, you’ve tournaments in Australia, we couldn’t wear the Vol- to take it on [what became one of the first Title IX saw our application and found out what was hap- he pay the women? He wasn’t very subtle about it. ever she was and says “Mom, mom” and she runs given us no choice. Will you do it? Will you do a ley shoes we had, I couldn’t choose my Slazenger cases] pro bono and got it done. pening. All hell must have broken loose. They were It’s interesting that Joe Cullman, who was chair- into the room and says “You can’t have Larry do it, tour? I promise we won’t sign the contract.” He racket. n JULIE HELDMAN: I’m completely proud. I believe losing their grip on the women. man of Philip Morris and a tremendous business- he doesn’t know what he’s doing!” And Larry and I said, “No, we’re not going to start a tour and you’ll n MERLO: I don’t know how many other sponsors that modern women’s tennis players have stood on n KERRY MELVILLE REID, Original 9 member (as man, felt the reverse, that women’s tennis was a look at each other across the room and go “Yay!” We be suspended when you do.” I ran around the side would have taken a chance on women’s sports. It’s our shoulders. We were brave because we were truly told to WTAtennis.com): I think my parents were a good product and something that he was willing to voted for Larry or Gladys and everybody voted for and everybody was in line and either Nancy or not that Virginia Slims was so smart to figure it threatened. That bravery, I’m really proud of. little concerned about the risk we were taking, but put his company’s money behind and promote. Gladys. So, we signed our $1 contract with her. Valerie had the $1 bill and they handed it to me and out, it really was a personal friendship that led Joe n MARTINA NAVRATILOVA, Hall of Fame tennis I felt we had a strong leader in Billie Jean. I think n MERLO: [Virginia Slims] was new, it was a fledg- n PIGEON: Gladys had the ability to pull it to- here’s where you’re going to stand. I put my hand when Gladys came to him to say, “I’ll give you player: For anybody to do that is particularly risky, that’s why a lot of us felt we had good legs to stand ling product. The slogan was “You’ve come a long gether. A brilliant person that was very capable of up immediately and they went click, click, so at $5,000.” It wasn’t a huge investment, and it was but for women particularly, when things don’t go on — she was a top player, and she was powerful. way, baby.” Today I think it would be frowned upon thinking outside of the box. As much as I liked least it was recorded for history. meant to be a one-time thing, but it got so much well, they pay a heavier price usually than men. n CASALS: There was really very little to look if someone tried to associate it with the feminist Larry, it was a no-brainer to side with Gladys. n PEARCE: I had a photographer there, a freelance positive press at the time. It made Time magazine; At every level it was just such a huge move, so I’ll forward to if we didn’t take these risks. We didn’t movement, but it definitely positioned itself that way. n KING: [I told them] if you expect applause or to guy that I’d used. The girls were actually looking at it was all over the place. So, when Gladys came back keep thanking them for the rest of my life. see anything changing with the existing men’s and n CASALS: They spent a lot of money, and they make a lot of money, then it’s not going to work. him and his photo went nowhere. And the AP pho- to Joe and said “We’ve got something here, will you n KING: We were very ahead of our time in the women’s tour, so this was really the obvious move taught us a lot of things, showed us how to sell our- You’ve got to do this because you really want to do tographer gets a shot of them from the side. You sponsor a circuit if I can get promoters to host in- way that we thought about everything and how we that we felt was good for us, but also the future of selves, promote ourselves. They were a PR and ad- it for the future generations, and everyone said, kind of look at that picture and you wonder, ‘What dividual women’s tennis events?” and Joe said yes thought about equality. People don’t realize what women’s tennis. vertising machine, and of course it was cigarettes, “Great, let’s go.” are they looking at?’ Are they looking at the future, and then went to the brand manager and told him that moment meant to them, never mind us.

1968 1970 1971 1973 1984 2018

KEY MOMENTS April 22, 1968 January 1970 Sept. Jan. 4, 1971 Sept. 27, 1971 June 1973 Aug. 27, 1973 Sept. 20, 1973 Nov. 26, 1984 Jan. 18, 2018 IN THE The Open Era of tennis begins By early 1970 it was clear 23, 1970 The Virginia Slims Billie Jean King The Women’s The U.S. Open King beats The Australian The WTA announces a DEVELOPMENT at a tournament in Bournemouth, the Open Era had not worked After discussions at Circuit begins beats Rosie Casals Tennis Association became the first in Open offers equal 10-year deal to hold the OF WOMEN’S England, ending the sport’s out for women’s tennis play- the U.S. Open, a group of its inaugural in the singles final is formed a week Grand Slam to “The Battle of the prize money to men WTA Finals in Shenzhen, PROFESSIONAL women players decide to boy- TENNIS “shamateur” system, in which ers. The International Lawn season with of the Virginia before Wimbledon, offer equal prize Sexes” exhibi- and women, though it China. The first WTA Finals amateur players were paid under Tennis Federation (today’s cott the subsequent Pacific South- the British Slims Thunderbird during a meeting of money to men and tion match in the stopped doing so for in China in 2019 had a re- the table to compete in tourna- ITF) dropped 15 women’s west Championships and its 12:1 Motorcars Classic in Arizona, players at a London women, with that Houston Astro- a five-year stretch in cord $14 million prize pool. ments. Thirty “open” tourna- tournaments from its schedule gender prize money discrepancy, in- Invitational in becoming the first hotel organized by year’s champions dome. the late 1990s before claimed ments were held the following in 1970, while the USLTA orga- stead organizing the Virginia Slims of San Francisco. female athlete in King. The current each receiving resuming in 2001. The $3.5 million for winning season in 1969, including the nized no women’s events. And Houston tournament. Nine players, Forty players history to earn version of the WTA $25,000. French Open follows the singles title. four Grand Slams, which includ- pay discrepancy between men now known as the Original 9, sign signed on to play the $100,000 in a Tour came together in 2006; Wimbledon ed pro players for the first time. and women continued to grow. $1 contracts with Gladys 19-tournament tour. single season. in 1994. starts in 2007. Getty Images Getty Images (2) Heldman to join what be- came the Virginia Slims tour. 16 | SEPTEMBER 7-13, 2020 WWW.SPORTSBUSINESSJOURNAL.COM WWW.SPORTSBUSINESSJOURNAL.COM SEPTEMBER 7-13, 2020 | 17

Top View