A recent study on the representation and portrayal of female and male athletes in Austrian media highlights the extent of these inequalities. The findings show that women remain significantly underrepresented across Austrian sports media. Currently, only 15% of print sports coverage focuses on women’s sport. Although this represents a slight improvement compared to 2020, the increase was largely driven by an exceptional event, the UEFA Women’s EURO. This demonstrates that gains in visibility are still event-driven rather than structurally embedded in everyday reporting.

The study also reveals that representation is not only about quantity, but also about how athletes are portrayed. Men are more frequently depicted in active sporting contexts, emphasizing competition, performance, and athleticism. Women, on the other hand, appear more often in celebratory or passive settings, such as medal ceremonies or portrait-style images. The overall decline in dynamic “in action” sports photography may be linked to reduced on-site reporting and an increasing reliance on agency or archive material. These patterns shape public perceptions of sport and can reinforce traditional gender stereotypes.

Another important finding concerns the concentration of media attention on only a small number of sports. While 80 sports are mentioned, around 84% of all sports coverage in Austria focuses on just ten sports, with football alone accounting for nearly half of all coverage. As a result, many disciplines receive little to no visibility, particularly women’s sports and para sports. Sport for people with disabilities represents less than 1% of total coverage, despite temporary increases in visibility during Paralympic periods. This creates a narrow understanding of sport and limits the diversity of role models available to audiences.

The study further highlights structural inequalities within sports journalism itself. Only 3% of sports articles are written by female journalists, while the majority are authored by men or published through anonymous agency sources. However, female journalists report on women’s sport significantly more often than male journalists do. This demonstrates that editorial structures influence whose stories are told and which athletes receive visibility.

In response to these findings, Sport Austria and other sport organizations have developed several initiatives aimed at improving visibility and promoting more equal representation. Awareness campaigns such as the “Equal Play Day” by Win2Day in 2026 make inequalities publicly visible by identifying the point in the year when women become statistically “invisible” in sports reporting. Major multi-sport events like the Sport Austria Finals also help create broader visibility for diverse sports and athletes by combining media attractiveness with accessible public engagement.

At the same time, communication strategies are becoming increasingly important. During the Sport Austria Finals 2025 – national championships in 46 sports with about 7,000 athletes competing –, a special focus was placed on developing a professional and inclusive photo database that provides high-quality visual material featuring female athletes, diverse sporting roles and underrepresented disciplines. Since media outlets often rely heavily on available visual content, improving access to professional imagery can directly influence reporting practices and increase the visibility of women’s sport. In addition, gender-sensitive media training for communication and marketing teams aims to strengthen awareness of bias, storytelling practices and media dynamics in sports reporting.

Ultimately, improving gender equality in sports media requires long-term structural change. Media organizations, sport federations, event organizers and communication professionals all share responsibility for creating fairer and more diverse representation. Visibility is not simply about being seen – it shapes legitimacy, investment, participation and opportunities across the entire sports system. Greater equality in sports media therefore contributes not only to fairer reporting, but also to a more inclusive society overall.