The battle to gain equal prize money in tennis at the major events may have been won but there are still some gendered (and ultimately sexist) ways women in sport are portrayed.
In the build-up to the tournament, Sky delivered short and punchy advertisements with images of female tennis players in action accompanied with words viewers may find appealing.
The first word to appear was ''beauty'' (followed by the words more commonly linked to men's tennis such as ''skill''), which irked me for some reason.
Shouldn't these women be celebrated for their athletic skill and talent before their looks?
Are viewers of women's tennis so shallow that all they want to see is beauty?
Do the promoters flash the words ''handsome'' across the screen when promoting men's tennis?
Luckily for the tournament promoters and sponsors, the two highest-profile players, Caroline Wozniacki and Venus Williams, have delivered plenty of interest in the media by adopting two roles commonly associated with women.
Wozniacki has been portrayed in the role of the ''glamour queen'', while Williams has represented the ''battler'' position quite well.
The sponsor of the New Zealand Festival of Tennis, Moet & Chandon, partnered with master jewellers Naveya & Sloane to get Wozniacki to promote their wares in a way that all involved would benefit.
Wozniacki got some bling, and the sponsors and tournament promoters got some air time.
If the recommendations of the Ministerial Forum on Alcohol Advertising and Sponsorship are adopted by the Government, that kind of advertising and sponsorship will not be possible in the future, which is probably why those in power are balking at the idea of adopting the recommendations wholeheartedly.
Is there any harm done in having a high-profile athlete promote some bubbly and bling?
Health professionals and community groups would argue that denying these connections between alcohol and sport is a small price to pay for changing our attitudes towards alcohol consumption.
Williams, on the other hand, has not been courted by bubbles or bling.
Instead, she has taken the ethnic and ethical journey while in New Zealand, accentuating how much of a crowd favourite she is, emphasising her ongoing battle with the Sjogren's syndrome which randomly attacks her immune system, and demonstrating empathy with other ethnic minority groups by visiting a marae.
She represents the ''battler'', the one who has overcome many odds (including her ethnicity and her health) to pursue a career in tennis.
Both Wozniacki and Williams also have famous connections which are mentioned in the media every now and then to keep them current and trendy.
Such is the nature of media sport these days.
We are no longer interested only in their athleticism and sporting achievements (although I would argue we still emphasise these in men's sports).
The more drama, side stories and ''fascinating facts and fallacies' associated with athletes, the better this will be for all those who invest in them.
Luckily for all involved, Wozniacki, Williams and home-town hopeful Marina Erokovic all made it through the to the second round, where they continued to play gutsy, amazing, dynamic, skilful, talented, aggressive, and powerful tennis, while the media and their promoters wrap up their efforts into a package that pleases the viewers and sponsors in a way that doesn't rock the boat too much when it comes to how a woman should look, be and play.
