I know the U of M’s research (Dr. Mary Jo Kane got a lot of PR after Dave Zirin started writing about sexism at Wimbledon). Alas, in most other branches sex does sell – although some of Dr. Kane’s hypotheses certainly deserve additional research. In the advertising industry, countless research studies have shown that attractive models sell more product than average-looking models (attractiveness has been metricized; symmetry of face, distance between eyes, etc.). It would seem the Wimbledon folks didn’t read the U of M study but are looking at the more traditional advertising studies.

It’s important to note, however, that Wimbledon was clearly looking at TV ratings, not ticket sales. So even though the U of M research is relevant, it is less so when dealing with a remote audience.

But ultimately, you’re right, this is not a question of political correctness, it’s a question of being CORRECT – doing the right thing. But as I suggested, this is about business, not about sports. A very sad commentary indeed.