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It's a win-win situation

Updated: January 6, 2004, 8:01 PM ET
By Mark Kreidler | Special to ESPN.com

And here's the coda to the richest signing (for the moment) of an endorsement deal in the history of women in sports:

It's all about the incentives.

Which makes it, really, all about the motivation.

On the surface, of course, Serena Williams is supposed to be immune to this sort of carrot-on-a-stick manipulation. Williams' record certainly indicates so; the woman has won five of the last seven Grand Slam events in tennis and held the No. 1 ranking ...

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