Cleavage Please, Bada Bing!

Sex sells. Twice as much sex sells twice as well. Bada Bing!

Don't think we haven't noticed, we know guys love cleavage.

Breast fetish is American as, well, Playboy magazine.

Women know the value of big headlights, and in spite of the health risks continue to have breast implants in record numbers.

Need a boost to your morale ladies, how about a boob job? Hey, the guys turn and say, did you get a load of that rack!

Beautiful women, seemingly insecure about their looks and their value in our society are falling for the hype.

Poor Calista Flockhart, sure she's cute and perky and smart, but she's flat chested.

Pamela Anderson looks like the $50 hooker at the corner, but she sure has the boobs.

When we talk about beauty being skin deep, we forget that America is lascivious and men still pin up pictures of the gal with the big ones.

Do they take these girls for better or worse, no, but they do plunk down their hard earned bucks for lap dances, magazines, movies and a spin through fantasy land.

Do they make it obvious that they like the "look?" Absolutely!

So what does this have to do with sports you say? How is this mammary madness affecting women in sports?

When Brandi Chastain ripped off her shirt after her World Cup winning kick, she gave the world a look at her hard body and her sports bra. What was she thinking? Well, she was hot and sweaty and exhilarated. There are only about a dozen female athletes in the U.S. that have significant endorsement contracts. The exposure of Brandi's body in her Nike sports bra is a far cry from a Victoria's Secret's pictorial.

Although drawing attention to soccer was a positive aspect of this, it also caused some to dub women soccer players as "booters with hooters."

Leonard Armato, who represents WNBA players Lisa Leslie and Dawn Staley, and used to represent Shaq, recalled Jim Palmer and his Jockey shorts ads of yesteryear, "I bristle when people criticize women for flaunting their sexuality in sport, because men have done that forever. I thought it was uplifting." Courtesy of the Washington Post.

Venus Williams displayed a cleavage-baring outfit at the Australian Open. It caused ESPN's Pam Shriver to say "Oh no, they won't fall out, will they?"

Venus has the talent to flaunt it, and PS they didn't fall out.

Anna Kournikova, has plastered her cleavage all over British billboards for ShockAbsorber sports bra. A large image of the young woman's breasts is accompanied by the slogan "Only the ball should bounce." Anna, will never need to worry about her tennis balls bouncing in the wrong direction.

Can someone please explain what the Sports Illustrated swimsuit edition has to do with, football, hockey, baseball or any other sport? Well, okay I do see the relationship between surfing and the SI swimsuit edition; a woody is still a woody. Sex it seems is the expectation and anticipation of titillation and if sports doesn't do it the swimsuits will.

Is Anna K a great tennis player, and is she better than Lindsay Davenport or Jennifer Capriati? Not! Anna is cashing in on her physical attributes. There's nothing wrong with that, as long as we understand that her beauty has nothing to do with her tennis skills.

Is it wrong? Should we care? Don't women just love to watch the beautiful male body perform in all its sweaty splendor?

Isn't the male being affected as well? Sure they are, with the surge in the use of steroids, and the emphasis on abs and pecs and hairless torsos; why I'm getting hot just thinking about it.

Equal time right? What's good for the goose is good for the gander and all that crap.

Ok, I admit it's time women had the right to use everything in their arsenal to get ahead, that capitalism encourages and honors those with the power and ability to get the most out of what they have. Yet..I can't help but feel that we are putting our young women at risk by elevating the breast to the levels they seem to be reaching.

Silicone be damned, let's just focus on the natural beauty of our young women, and men.

Back to basics, back to pre-wonder bra days, back to burning the bra and letting it all hang loose.

So, sports fans, do we turn the other cheek and say no to the goods they're selling us?

I suspect that as Americans, when the choice is whether to have big ones or not, we will find that our society will continue to turn its head when a sizeable pair walks by.

Ivette Ricco is a writer for eSports as well as the President of Femmefan.com. For more info, go to our website at WWW.Femmefan.com. femmefan.com