Women’s Portrayal in Sports Media

This comprehensive online course provides a structured and practical learning experience aimed at transforming how women are represented in sport media, communication, and advertising. It is specifically tailored for professionals working in sport organisations, clubs, federations, and brands who are involved in content creation, marketing, and media relations. The course begins by examining the historical context of women’s representation in sport, offering a critical understanding of how gender roles and stereotypes have influenced sports journalism, broadcasting, and advertising. Learners will analyse real-world case studies to identify both explicit and subtle forms of gender bias. Building on this foundation, the course provides practical strategies for creating gender-equal content, including:

• The use of inclusive and gender-sensitive language in sports reporting and communication
• Development of authentic narratives that highlight performance, leadership, and athletic achievement
• Application of femvertising principles to create impactful and non-stereotypical campaigns
• Best practices for visual representation and imagery in sport media

A key focus of the course is on increasing the visibility of women across all roles in sport, not only as athletes but also as coaches, referees, leaders, and decision-makers. Participants will learn how to leverage digital platforms and social media to amplify women’s presence and challenge existing biases in the sports industry. The course also takes a strategic approach, guiding organisations through the implementation of gender-equal communication policies. This includes:

• Developing internal guidelines and frameworks for inclusive communication
• Training staff and communication teams on gender-sensitive practices
• Analysing successful case studies of organisations that have effectively integrated gender equality into their communication strategies

By the end of the course, participants will be equipped to design and implement sustainable, gender-equal communication strategies, contributing to a more inclusive and representative sports media landscape. Funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or the European Education and Culture Executive Agency (EACEA). Neither the European Union nor EACEA can be held responsible for them.