Do Women in Sport Need Media Coverage?

When young girls open the paper, scroll through their feed, or tune in to the weekend highlights, what they see shapes what they believe is possible. If sport looks like a man’s world, it is all too easy for girls to imagine they do not belong. That is why media coverage of women’s sport is not just a question of fairness, but of community, identity, and opportunity.

Research consistently shows that the way women are represented in sport matters. As Margaret Carlisle Duncan writes in Gender Warriors in Sport and the Media, the stories and images we consume are never neutral. They reflect and reinforce wider gender values, often presenting men as powerful and skilled, while women are portrayed in ways that diminish their athleticism or shift focus onto appearance or personality (Duncan, 2009). This imbalance affects how sport is valued in society and how girls and women see themselves in relation to it.

The issue is not just about visibility, though visibility is a huge part of the challenge. As the book Women, Media and Sport notes, when female athletes receive only a fraction of the coverage given to their male counterparts, the message is clear: men’s sport is more important (Rowe, 1999). Even when women do get airtime, studies have found that the tone is often different. Their achievements are framed as surprising or exceptional rather than standard, and there is disproportionate focus on personal lives, appearance, or emotion (Bruce, 2014).

This has consequences. Girls who rarely see women in the media presented as serious athletes may struggle to imagine a pathway for themselves. Communities that only celebrate men’s achievements lose the chance to rally around the talent, grit, and stories of their local women. And as one study put it, media coverage does not just reflect society’s values, it actively shapes them (Hargreaves, 2002).

So why does this matter to local clubs and grassroots communities? Because the media is not just television and newspapers. It is the club website, the matchday programme, the Instagram highlights, the press release after a tournament. Every post, every article, every photo is an opportunity to tell a story. When women’s voices and achievements are missing from these spaces, it narrows the vision of what sport is. When they are present, it opens doors.

Importantly, this is not about criticising men or suggesting they should be celebrated less. It is about balance and recognition. Communities thrive when everyone feels represented. If we want more women to coach, manage, play, or volunteer in sport, we need to show them that their contributions are visible and valued. That starts with the way we talk about women’s sport in the media.

There are practical steps we can all take. Sharing coverage of women’s matches with the same enthusiasm as the men’s, writing match reports that focus on performance rather than personality, and recognising the difficulties women athletes face as part of their achievement are small but meaningful shifts. As research by Billings and Angelini shows, the stories we tell about athletes create the frameworks through which audiences interpret sport and decide what matters (Billings & Angelini, 2019). By consciously choosing to present women as role models, not as exceptions or novelties, we can start to change those frameworks.

This is where the power of community really shines. At grassroots level, we do not have to wait for national broadcasters to make change. Local clubs, regional associations, and online platforms can lead the way in creating equal and respectful coverage. Celebrating women’s achievements in these spaces helps to normalise them, ensuring the next generation of girls grow up expecting to see themselves reflected in sport rather than surprised by it.

The conversation is not only about fairness for women today, but about what is possible tomorrow. If young girls repeatedly see women being celebrated as athletes, managers, and coaches, they are more likely to step forward themselves. If communities give recognition to the hurdles that women face (from balancing careers, families, and often fewer resources) while also celebrating their achievements then girls learn that their struggles are understood, and their successes are valued.

We all want thriving clubs and inspiring communities. We all want sport to be a space where talent, determination, and teamwork are what counts. Better media coverage for women is not just a women’s issue; it is a community issue. It is about building a sporting culture that reflects the diversity of those who play it, love it, and keep it alive.

So next time we share a story, write a headline, or post a photo, let’s ask: does this reflect the full picture of our community? If not, we have the chance to make it better.