Serena Williams Rookie Card Sells for $44,280—an Auction Record for a Female Athlete

An autographed Serena Williams rookie card has sold for a record-setting $44,280 at an auction in New Jersey last weekend, according to ESPN.
The previous record for a female athlete was a Mai Hamm rookie card which sold for $34,440.
The executive chairman of Goldin Auctions said there are a lot of people putting together GOAT collections: “They want Pete, Ali, Jordan, Tiger, Brady, and they include Serena. I think that’s the single biggest impact that is lifting her cards above all other women athletes.”
A 2003-04 LeBron James card sold at the same auction for $2.46 million.
Why is there still such a disparity in media coverage and things like sports cards for women athletes compared to men?