Gulbis is considered to be a sex symbol in the LPGA. When she released a calendar for 2005 just before the 2004 U.S. Women's Open, which featured her in different pictures showing her playing golf, in addition to striking poses in swimwear, the United States Golf Association (USGA) barred it from being sold at the event, deeming it inappropriate. The calendar was sold very openly at Golf Canada. The USGA was criticized for overreacting. Gulbis also posed for the November 2004 issue of the magazine FHM, an issue that also gave away a chance to play golf with her at her home course, the Lake Las Vegas Resort, where her calendar photo shoot took place. Gulbis has said that she likes the attention she gets, even if it is for her appearance; she has endorsement deals with TaylorMade Golf, Adidas, Canon, Amstel Light, Payment Data Systems, MasterCard, Winn Golf Grips and Lake Las Vegas Resort.
In 2006, Gulbis began writing a monthly golf advice column in FHM. In November 2005, a reality television show, The Natalie Gulbis Show, made its debut on The Golf Channel. The show had its second season premiere on October 18, 2006. Gulbis has also appeared on the 2007 version of Tiger Woods PGA Tour by EA Sports along with fellow professionals Annika Sörenstam, Ian Poulter and Luke Donald, among others. Ironically, in August 2007 Gulbis appeared on the August/September cover of Sactown Magazine in an article that profiled the risings star's busy life of product endorsements and photo shoots, though frustratingly enough, no pro win. Gil Ozir, Vice President of Marketing for Raymond Weil (a luxury watchmaker and one of Gulbis' many endorsement deals) was quoted as saying, "Once she starts winning, she's going to be a megastar." Mere days later, Gulbis won the Evian Masters, her first professional LPGA title.