Sorenstam could've used a wardrobe makeover while shooting her record 59 in 2001. Scott Halleran/Getty Images

Attention, ladies: Sex appeal sells.

There, I said it.

Of all the marketing schemes pounded into our psyches, the use of gorgeous athletes ranks a cute head and shoulders above the rest. Talent certainly helps, but let's not kid ourselves. Madison Avenue loves to promote athletes who look as good off the field as they do on the field.

This brings us to the confounding subject of the LPGA Tour. Lord knows these ladies can play. They drive the ball farther than 80 percent of the male amateurs, stick approach shots to the hole and drain putts. Annika Sorenstam posted a 59 -- including eight straight birdies -- in 2001. It certainly merited front-page news, but something was missing.

Namely, shooting a 59 in an alluring ensemble.

Sorenstam (who's certainly cute) shot her magical 59 wearing a white golf shirt, dark pants and ugly shoes. Egad, woman! The round of your life was played in a uniform from Prison Guard Weekly.

So much for seizing the moment.

You see, for all the great players the LPGA showcases, just a scant few would ever grace the cover of Vogue. Or, be linked romantically by People or The Enquirer with some celebrity.

It's an uphill battle that outgoing LPGA commissioner Ty Votaw and his predecessors never overcame. You can showcase great shots, low rounds and lifetime achievements all day, but without the total package, the news gets lost among soccer scores.

Last Saturday, with Sorenstam and Michelle Wie providing compelling stories, The Dallas Morning News ran its Women's U.S. Open coverage on page 17 of the sports section. New commissioner Carol Bivens comes from a strong marketing background. She'll need every ounce of experience to promote increased tour awareness.

Fortunately, Sorenstam's run at the Slam along with 17 talented teenagers added 68 percent more Women's U.S. Open viewers than last year, giving Bivens a great jump start to begin her reign. Hopefully, she'll gather the gals around for an extreme makeover session.

Now, before you feminists get in a tizzy, think about the other female sports that rout the LPGA in fan interest. Female figure skaters wear makeup, skimpy outfits and show some fit leg. Gymnasts sport skin-tight attire, cute hairstyles and sinewy bodies. Olympic blonde bombshell Jennie Finch's fetching looks exponentially increased her celebrity status as a talented softball pitcher. Even the U.S. women's soccer team had Brandi Chastain, who stripped down to a black sports bra after scoring the gold-medal shot.

Instant fame.

Ah, yes, don't forget tennis. Anna Kournikova never won an official women's tennis event, but she was numero uno in endorsements and feverish Web hits. Being tan, blonde, and marketing-savvy landed her fashion covers as if she were Cindy Crawford. Even better, Venus Williams and Maria Sharapova play championship tennis -- and look fabulous doing it.

No one ever said this sex-appeal prejudice was fair. It's just reality. Those that smartly adjust enjoy the spoils while the rest scrounge for the remaining crumbs.