Drs. Mary Jo Kane and Nicole M. LaVoi, School of Kinesiology, director and associate director, respectively, of the Tucker Center, have an article forthcoming in the Journal of Sport Management with co-author and Tucker Center Affiliated Scholar Janet Fink, University of Massachusetts—Amherst. “The Freedom to Choose: Elite Female Athletes’ Preferred Representations Within Endorsement Opportunities” examined the choices Division I scholarship athletes made regarding how they would like to be portrayed if given the same amount of financial reward and recognition within marketing campaigns. Findings revealed that the overwhelming majority of sportswomen picked images of on-court athletic competence though 30% preferred to be portrayed in a dual fashion, meaning representations of competence and traditional femininity. The article can be found here at the Journal of Sport Management website. A poster describing the research project can be downloaded here.