In 1970, 1 in 27 girls played high school sports - less than four percent of the females in the student body but by 2002 it was 33.5 percent because of Title IX. The arrival of the Title IX generation will have positive marketing impacts. The failure of WUSA (women's professional soccer) after two years due to a lack of financial controls, poor media strategy and a failure to recognize a viable market audience is a lesson that apparently has been ignored by WUSA's successor, the WPS (Women's Pro Sopccer) whose national, regional and local marketing efforts are basically non-existent,.Women and girls continue to forge important links across sports levels - from the grass roots to the elite professionsals.Quite often, female athletes appear to be throwbacks to an earlier age of unspoiled athletes who played for a love of the game and not for the next contract. It is the mission of the USA Women Sports Network's Executive and the sport-specific Board of Advisors to develop plans that will identifgy the many unique challenges and demands that require considerable thought and well-lanned responses. This will uograde the public awareness of wmen's sports with the development, analysis and integration of every function of marketingh.