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I'm about to say something very controversial.   The types of sports women and men have been drawn to over the years are very different.  I consider gymnastics, figure skating, ballet, and anything with horses to be very enjoyable athletic pursuits to watch.  Disney on Ice brings in over a billion dollars per year in ticket sales and probably spurs purchases of Frozen fanwear.  I bet Simone Biles influences more purchases than her endorsement money reflects, but if I want to buy a Simone Biles shirt, I gotta go to etsy.  Women's tennis and golf are doing okay.  But overall women's sports have not been fully developed or corporately exploited.  Instead, there is an effort to take traditional men's sports and insert women.  Unfortunately, I think many audiences would rather watch men excelling at men's sports.  I think soccer may eventually be an exception due to universal appeal.