"I think what the Sparks have done is say, 'OK, no more head in the sand,'" Girl Bar co-founder Sandy Sachs told The New York Times.

Professional women's sports historically has been perceived to be dominated by lesbian athletes and fans. As a result, several of the leagues have shied away from recognizing this fan base until now. This move has sparked its share of controversy as Los Angeles talk shows have had conservative fans concerned about "taking their children to a place where lesbians are engaged in promiscuity during timeouts."

With a steady decline in home game attendance (last year the Sparks averaged 7,625 compared to 8,931 their inaugural season in 1997), Sparks officials claim that this partnership with Girl Bar is an attempt to broaden the team's existing marketing programs.

"We want to market this basketball team to fans whoever they might be, be they an inner-city youth basketball team or someone of an alternate lifestyle," said Joe McCormack, vice president of finance.

Regardless of the team's motivation, the partnership is a trailblazing move. Over the past century, sports has often led the way in providing social equality on various levels in our society, including race and gender. So why not sexual orientation now? Since the birth of professional sports, parents have had little problem bringing their children to watch games involving male athletes who live a promiscuous lifestyle or abuse their wives or use drugs. So if they think that only now a player or fellow fan's habits are going to seep into their children through osmosis, I've got news -- it ain't gonna happen.

For a few years now, television has been successful with the introduction of homosexual characters in both primetime and cable shows. I don't believe since then that "family morals" have been compromised any more than having kids watch MTV and the WWF. Plus, lesbian couples are not any more likely to make out in the stands than straight couples. And if seeing lesbians forces parents to have a mature conversation with their children to explain same sex relationships, among other things, then it might be a good thing.

Only time will tell if this marketing move will prove beneficial or not financially. But in the meantime, the Sparks should be applauded for the statement they are making in society.