Mary Jo Kane, PhD, School of Kinesiology professor emerita and director emerita and founder of the Tucker Center for Research on Girls & Women in Sport, is quoted in a RetailWire.com article, “Will the World Cup Further Elevate Women’s Sports Marketing?” Noting sponsorship interest in the event, Kane assures the readership that “meteoric” retail market interest in women’s sports is because “it’s a good business deal for them” and consequently there is much more media coverage of the event.