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Unfazed Williams sisters sign endorsement, shrug off controversy
Updated: Thursday March 22, 2001 10:03 PM
KEY BISCAYNE, Fla. (AP) -- Venus and Serena Williams keep cashing in on their popularity, even as controversy threatens to undermine it. Camera shutters clattered while the sisters grinned and held a giant stick of chewing gum over their heads Thursday to promote their latest endorsement deal -- a three-year, $7 million contract with Wrigley Doublemint. The last time the sisters had a joint appearance scheduled, Venus failed to show. Citing knee tendinitis, she pulled out at Indian Wells last week shortly before the semifinal against her sister, prompting boos from fans who suspected she was ducking the match. The episode fueled long-held suspicions that the outcome of matches between the sisters, including last year's Wimbledon semifinal, are predetermined by their father, Richard. The controversy even made the cover of a supermarket tabloid. "I just want to say to all my fans not to believe everything you read," Venus said. "Serena and I are great competitors, fierce competitors. We have no fear of playing each other." Bart McGuire, chief executive officer for the WTA Tour, said the sisters are getting "a bum rap." McGuire said he discussed Venus' withdrawal at Indian Wells with tour trainers and the Williams family. "I'm absolutely satisfied that it was very much a valid injury," McGuire said. Venus, scheduled to play her opening match at the Ericsson Open on Friday against Miriam Oremans, practiced Thursday with her sister. When asked about her ailing right knee, Venus said: "I'm looking forward to competing this week." Venus and Serena are in opposite halves of the draw, which means the next sibling showdown could come in the final March 31. "Hopefully we'll meet each other at the end," said Venus, the tournament champion in 1998-99. "Venus and I tend to do well here, so we should have a good time," Serena said. Wrigley apparently believes any public relations damage won't be lasting. The company negotiated with the Williams family for nearly a year on a deal, the first with professional athletes in the 87-year history of Doublemint. An advertising campaign will begin this summer. Rory Finlay, senior marketing director for Wrigley, said the recent controversy doesn't hurt the sisters' endorsement potential. "It's really not something we pay much attention to," Finlay said. "Their popularity is about their unique style. They appeal to everybody." Said Serena: "When you see us play in doubles, it's easy to see we have this connection -- this distinctively different connection." The deal with Wrigley is the latest in a series for the sisters. In December, Venus signed the most lucrative endorsement agreement for a female athlete, a five-year, $40 million deal with Reebok. Serena is under contract with Puma, and both sisters work for Avon and Nortel Networks.
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