Gender inequality remains a persistent issue in sport, and the media plays a significant role in reinforcing that imbalance. While women’s sports have gained visibility over recent years, much of the coverage continues to focus on athletes’ bodies, appearances, or personal lives, rather than their athletic achievements.
This problem is especially visible in broadcast journalism. From inappropriate interview questions to the lack of professional coverage, women — including trans women — continue to be misrepresented and sexualised on screen.
Media as an Enabler of Inequality
The media, especially television and online broadcasting platforms, has become one of the main enablers of sexism in sport. Female athletes are rarely interviewed, and when they are, the content often strays from sports-related questions and into inappropriate or sexualised territory. There is a distinct lack of accountability when it comes to editing out or challenging these moments before they reach millions of viewers.
This is not just a British media issue. Gender discrimination in sport is widespread on an international level. Across various countries and platforms, broadcasters continue to reinforce a narrative that undervalues and objectifies women in sport.
Highlighting Sexism with #CoverTheAthlete
One of the most impactful movements to challenge this issue has been the Cover the Athlete campaign. The campaign used a viral video to expose the contrast between the types of questions directed at male and female athletes. In the video, male athletes were asked questions that women are regularly asked, such as “How’s your love life?”, “Can you give us a twirl?” and “What are you wearing today?”
The male athletes responded with shock, confusion, and in some cases, walked out of the interviews. The video ended with a powerful message: “Male sports coverage would never sound like this. How come female coverage does?”
This moment clearly illustrated the inequality that exists in sports media, not only in quantity but in tone and content. Despite increased airtime for women’s sports, the framing often remains disrespectful and outdated.
Sexualisation in Numbers
Research supports what many athletes and audiences have long observed. A study by Edinburgh University found that 22 percent of media coverage of women’s sport in the UK contained sexualised content. Additionally, according to The Representation Project, female athletes are ten times more likely to be visually objectified with camera angles than male athletes.
This continued objectification has damaging consequences. It not only undermines the accomplishments of female athletes but also perpetuates harmful gender stereotypes, discouraging younger generations from pursuing sports professionally.
Inequality on the Olympic Stage
The Olympic Games are considered the pinnacle of sporting achievement, but even here, inequality is clear. Commentators often refer to elite female athletes as “girls,” a term that diminishes their status and would sound absurd if used to describe male athletes.
Janet Fink, an expert in marketing for women’s sport, told CNN, “You could call someone who’s a world-renowned athlete a girl… If you flipped it and referred to a male athlete as a boy, it would be comical.”
During the 2021 Olympics, examples of sexist commentary were not hard to find. A Team GB football player was referred to as a “swishing blonde,” while a rugby player was praised for her “beautiful smile.” These remarks stand in stark contrast to how male athletes are described.
The Representation Project also reported that 82 percent of Olympic commentators were men. Women athletes were seven times more likely to be referred to using gendered diminutives and 53.5 percent more likely to be objectified by camera angles. These statistics suggest that male athletes are still seen as the default, while women are framed as secondary.
Male Allies Speaking Up
Elite male athletes have occasionally challenged the media’s sexist habits. Andy Murray, for example, corrected a journalist who credited him as the first player to win two Olympic gold medals in tennis, reminding them that Serena and Venus Williams had achieved that years earlier.
In another interview, he interrupted a journalist who claimed an American had reached the semi-finals of a Grand Slam for the first time since 2009. Murray immediately clarified, “Male player,” making it clear that ignoring female athletes’ accomplishments should no longer be acceptable.
Spain’s World Cup Victory and a Moment of Misconduct
In 2023, Spain won their first Women’s World Cup, but their victory was overshadowed by controversy. As the players received their medals, Spanish Football Federation President Luis Rubiales kissed midfielder Jennifer Hermoso on the lips without her consent. He also inappropriately touched other players.
Hermoso later said on social media, “I felt vulnerable and a victim of an impulse-driven, sexist, out-of-place act without any consent of my part. Simply put, I was not respected.”
Rubiales insisted the kiss was mutual and euphoric, but public outrage followed. FIFA suspended him, and Spanish prosecutors sought a two-and-a-half-year prison sentence for sexual assault and coercion. Several officials who supported Rubiales’ version of events were also fined and charged.
What should have been a moment of celebration for Spanish football was instead turned into a reminder of the challenges women still face, even at the highest levels.
Trans Women in Sport and Broadcast Sensitivity
The media also faces challenges in respectfully covering trans women athletes. While some sports bodies, like the International Olympic Committee, have permitted trans athletes to compete under certain criteria, others, like World Rugby, have banned trans women from elite competition.
Laurel Hubbard, a weightlifter from New Zealand, became the first trans woman to compete at the Olympics. She met all eligibility requirements, but her appearance was largely framed in media reports as a “controversial decision,” rather than celebrating her for her sporting accomplishments.
This language is degrading. It ignores the athlete’s identity and reinforces exclusion. Trans athletes already face a great deal of discrimination. Responsible broadcast journalism must be aware of this and avoid contributing to harmful narratives.
Where Do We Go From Here?
Although sports broadcasting is evolving, much work remains to be done. Women’s sports deserve not just airtime, but also fair and respectful coverage. That includes asking relevant, career-focused questions and eliminating objectifying or sexist camera work.
Journalists and broadcasters need better training. Editors must ensure that interviews and commentary uphold a standard of equality. Coverage should celebrate performance, discipline, and progress — not distract viewers with irrelevant questions about personal appearance or relationships.
The future of sport should be inclusive, and that starts with how athletes are represented in the media. By challenging outdated practices and holding broadcasters accountable, we can move toward a sporting world that treats all athletes with the respect they deserve.
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