Despite an increased level of females’ participation in sports, the media coverage is still very low and inadvertently the use of female athletes as product endorsers has received limited attention. The purpose of this study is to provide an empirical insight into frequency nature of portrayals of female athletes endorses in UK sports magazines by replicating Grou et. Al. (2007)’ s earlier studies carried out in USA over ten years ago. The result of content analysis indicates that female are seldom featured as brand endorses, and female in team sports and black ethnic minority group are less likely to be featured as brand endorsers. The study offers theoretical knowledge and practical implication for managers to ensure female athletes are well positioned and given the opportunity to be commercially viable