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Williams lost, 6-2, 6-4, with the loss setting off widespread debate over potential sexism and double standards in tennis.

In addition to her extraordinary tennis skills as displayed in her dominant performance against Williams in her first Grand Slam win, the Japanese-born athlete with a Haitian father is now also being recognized for her broad global endorsement appeal.

The source says Ramos was "thrown to the wolves".

Williams has demanded an apology from the chair umpire, however he has remained tight-lipped since the incident.

Serena Williams of the United States (2nd R), while being interviewed after her defeat in the Women's Singles finals match to Naomi Osaka (2nd L), of Japan at the 2018 U.S. Open at the USTA Billie Jean King National Tennis Center in New York City on September 8, 2018.

The first violation was for coaching, which Williams argued against. "She said was proud of me and to know the crowd weren't booing at me". A short time later, she smashed her racket in frustration and was docked a point. For me, it blows my mind, but I'm going to continue to fight for women.

The shy Osaka tweeted about the video on Thursday: "I always knew this would come back to haunt me".

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While tennis legend Billy Jean King backed Williams" accusation insisting there was a "double standard', many have condemned the 23-time Grand Slam victor for losing her temper.

"The big issue for umpires everywhere is the importance of the support of governing bodies when umpires are just out there doing their job and making decisions under rules which are given to them by those very governing bodies".

"We were already sort of managing her at IMG as one of our star female clients just based on her game, the way she looks on court", Duguid told the Mail.

The 36-year-old, who was chasing a record-equalling 24th grand slam title, received further punishment after verbally abusing the umpire, calling him a "thief" and a "liar" in a heated exchange that went on for some time.

Coming to his defense was the International Tennis Federation, which in a tweet hailed his professionalism.

She also moved to excuse Williams' behaviour during an interview with ESPN the following day when she suggested Williams would not have expected her outburst towards Ramos to have been captured on live TV.