This study examined a total of 669 articles and photographs of female and male tennis players competing in the 2000 Wimbledon Championships in The Times, Daily Mail, and The Sun, covering a 17 day period, coinciding with the Wimbledon Championships fortnight (June 24, - July 10, 2000). Utilizing a liberal feminist conceptual framework, a combination of content and textual analysis methodology was used to compare the amount and type of article and photographic coverage of female and male tennis players. The units of analysis for all print and photograph space were square inches and simple number counts. The quantitative analysis was presented with basic descriptive statistics and, where appropriate, Chi-square and independent t-tests were used to determine statistically significant differences. Textual analysis was used to reveal recurring themes, and the language and rhetoric employed by the journalists in their portrayal of female and male tennis players. Examining how journalists frame the coverage of elite female and male tennis players, especially the language and rhetoric they employ, is important because it indicates how female and male athletes are valued in post-modern society. Although this study found only relatively minor discrepancies in the amount of coverage of female and male tennis players, qualitative comparisons revealed that male tennis players received superior coverage in terms of the average photograph size, the number of color photographs, and the prominence of articles and photographs. Textual analysis revealed that the predominantly male journalists revered male tennis players for their athleticism through the liberal use of power descriptors, martial metaphors, and comparisons with former male sporting and cultural icons. In contrast, women’s tennis was subordinated as the “other” event and the coverage of female tennis players was framed with inordinate descriptions about their physical appearance, emotional vulnerability, dependency, and sexual allure. The saturated amount and the sexually suggestive nature of the coverage devoted to Anna Kournikova, in particular, and other female tennis players who conformed to the heterosexual feminine stereotype served to reinforce the underlying masculine hegemonic message that athleticism and femininity are contradictory. The implications of newspaper coverage that, from a liberal feminist perspective, fails to balance social responsibility with economic rationales is discussed with reference to the potentially powerful socializing effect the media has on aspiring female and male youth tennis players.