Most research shows that perceived congruence between the celebrity and the product is essential for effective endorsements (e.g., Ohanian, 1991); consequently, many studies have relied upon the match-up hypothesis to predict outcomes (Till & Bussler, 2000). This framework suggests that the better the match between the celebrity and the product, the more effective the endorsement will be. Using the match-up hypothesis, Fink et al. (2004) found that athlete expertise was more important than athlete attractiveness in determining fit between the athlete endorser and a women's softball event. Further, fit perceptions were associated with more positive attitudes toward the event and ticket purchase intentions. The current investigation extends on Fink et al.'s (2004) work in a number of ways. First, we examine the relationship among endorser attractiveness, endorser skill level, and perceived fit for a tennis event—a sport socially construed as more “feminine” compared to softball. Second, we examine the potential interactive effects of attractiveness and skill level on subsequent attitudes toward the endorser and event. To do so, we conducted a 2 (low attractiveness v. high attractiveness) by 2 (low skill level v. high skill level) experiment with a sample of 184 college students. Participants were asked to review one of four flyers for a tennis event and then to respond to questionnaire items, including the perceived fit of the athlete endorser to the event, their attitudes toward the event, and their purchase intentions. Observed path analysis, using AMOS 7.0, was used to examine the relationships among the variables. The model was a close fit to the data: chi-square (18) = 32.04, p < .05; CFI = .96; RMSEA = .06. While attractiveness and skill level were not independently related to fit perceptions, the interaction term was. There were no differences in perceived fit among the highly skilled and less skilled attractive athlete endorser; however, among less attractive endorsers, the less skilled athlete was seen as a poorer fit than was the highly skilled athlete. Fit perceptions were then significantly associated with positive attitudes toward the event, which were then positively associated with intentions to purchase tickets to the event. Team identification did not moderate the latter relationship. Our study shows that the match-up hypothesis is an effective model is predicting the effectiveness of athlete endorser's to women's events. Findings also demonstrate the importance of considering multiple endorser characteristics in predicting fit. Implications for marketing women's sport are discussed. Keyword(s): gender issues, marketing/public relations, sport management