Doing it for themselves: the rise of women’s sport media
Last weekend on their home grounds, the AFLW’s Adelaide Crows won in a decisive grand final match against the Melbourne Demons, and the Melbourne Boomers broke a decade-long drought to take out their second ever WNBL premiership beating the Perth Lynx. The games were televised, and both games were reported on by several outlets.
A few years ago, this would have been unheard of…
For many years men’s sport dominated media and Australian cultural narratives. In recent years, however, this has shifted as the community of people who love women’s sport grows and continue to push for greater diversity of sports media coverage.
Research released by Fox Sports suggests that this visibility has positively changed public attitudes toward women’s sport. The more Australian media increased their coverage of women’s sport, the more viewership of women’s sports saw parallel growth.
The research showed that the 66 per cent of Australians watched women’s sport on TV. Those polled also stated that increased media coverage of games and athletes was the primary reason for the change in behaviour.
The sport media outlets adding colour and going deeper
This change in sentiment is underscored not only by the increase in broadcast, but by the growing number of independent platforms that dedicate coverage to women’s sport.
Kirby Fenwick is a writer, award-winning podcaster and co-founder of Siren Sport, a women in sport collective. Siren publishes content that ‘challenges the status quo of sport media’ and elevates voices of fans, athletes and content creators who face marginalisation.
When talking about the audience for women’s sport, Fenwick comments, “Women’s sport already has a very invested audience. You don’t have to win them over; they are already there. They love their sport and are not only highly engaged but also huge advocates and champions of the sports they love.
“It’s a rich, welcoming and inclusive community with lots of amazing people.”
This is evident when looking at the outlets that speak to the heart of the women’s sport community. Often run by dedicated fans, journalists and athletes – though Fenwick mentions that is much overlap and close ties between women on and off the field filling roles in this space – a wide range of platforms have sprung from a love of women’s sport and a desire to connect with other fans, as well as delivering the kind of concentrated news and analysis that has often been taken for granted by men’s codes.
The reportage and analysis Siren publishes covers a variety of sports from topics as diverse as a three part deep dive into the history of women’s football in Queensland to the experience of a non-binary cricket player. Among its recent achievements, Siren has recently released its 100th newsletter edition.
Another publication reports on a wide variety of women’s sports is HerWay magazine. The most recent edition of HerWay includes an in-depth feature of the FIBA draw and interview with Charlotte Caslick, co-captain of the Olympic gold winning rugby team. Created and run by 11-year-old Abbie, HerWay is available to read online for $2 per issue, with $1 going to UNICEF’s Empower Women Through Cricket appeal.
While a national Aussie rules women’s league is relatively new, there are platforms providing comprehensive coverage. Podcasts like Outer Sanctum and radio segments like Chicks talking Footy, which discuss AFLW through a feminist lens.
If you’re a fan of round ball football, you should definitely check out Beyond 90, an online platform that consistently publishes content talking about all levels of Australian soccer across the world and has built a devoted following on social media.
Unsurprisingly, there is much excellent coverage of netball in Australia. One example is Netball Scoop, one of the most prominent netball newssites. Inclusive of Australian and international coverage, Netball Scoop has published analysis from experts like former Diamonds coach Lisa Alexander and a series on Fertility and Elite Female Athletes that was a finalist in the 2020 Australia Sports Media Awards.
And covering both men’s and women’s basketball is The Pick and Roll, which features regular commentary about ‘Australian hoops’. Some of its most recent articles feature Melbourne Boomers player Carley Ernst speaking about getting back the game after motherhood as well as another Boomers star Ezi Magbegor talking about strength of the Boomers’ defence.
There is a clear flow on effect of this work in the independent space to Australian mainstream publications, as well as a groundswell of talent.
ABC Sport partnered with Siren to feature 50/50 gender balanced sport coverage in 2021, and ESPN has recently launched dedicated streams of women’s sports coverage, including a podcast and written commentary, created by journalists who previously wrote freelance about women’s sport and produced content in the independent media space.
Globally, there is a rise of media platforms highlighting women’s sports and social justice issues. Like in Australia this is often to fill gaps in mainstream sports coverage and largely driven by women with longstanding ties to their sports, including current or former athletes.
Just Women’s Sports, a new media platform founded by former professional soccer player Haley Rosen, produces highlights, podcasts, newsletters featuring the current and up-and-coming stars of US women’s sports. Recently, they announced they have raised $3.5 million in seed funding, supported by Kevin Durant, Elena Delle Donne, Kelley O’Hara, and other athletes.
Another American example is HighlightHER, Bleacher Report’s multi-channel brand created by Arielle Chambers. With 190 thousand followers on Instagram and growing, HighlightHER showcases the achievements of women’s sports and amplifies talented women within the US sports communities.
Supporting women’s sport media
Women’s sport journalism has a lot to offer its audiences and the people who participate within it.
“The people writing and podcasting and creating content for independent platforms are fans, absolutely, but they’re also experts,” says Fenwick. “They bring a lot of passion and fun but their love for their sport does translate into sophisticated and insightful knowledge that is all too often missing from mainstream coverage of women’s sport.”
“Independent media outlets also play a key role in providing a training ground for emerging talent, and that talent can then step into mainstream roles. We are already seeing this happen and that is really exciting.”
“Siren’s Emerging Sports Writer Program is an example of the ways in which independent platforms can support writers to build skills and get published, which can then translate into other opportunities including with mainstream platforms.”
Independents are getting noticed and investment is starting to happen, like Just Women’s Sports’ seed funding however, many of those running independent platforms like Siren are doing so largely unpaid, often volunteering their time and expertise to the space.
“When you’re doing it for the love, it’s admirable and very often hugely enjoyable and rewarding but ultimately not sustainable,” says Fenwick. “The next big question I think for independent platforms is how to make what they’re doing sustainable long term.
“If you’re interested in women’s sport, some ways to support independent platforms continue to thrive is to read, share and subscribe to their content. If there are opportunities to financially support them whether through merch or paid subscriptions, take them if you can.”
More than a game: the push for more inclusive sport coverage
Fenwick, alongside her community, is working to grow women’s sports and its media coverage into the future.
“Some sports media doesn’t yet reflect the communities it talks about and talks to. While there are ongoing efforts to change that, this still turns people away who might otherwise want to participate,” says Fenwick.
Fenwick also notes that “while there is still a way to go to break down the resistance to gender equity in sports and sports media, we also need to extend the conversation beyond just women in sport – it’s about recognising the intersections and extending inclusion for LGBTQ+ people, people with disabilities, First Nations people and people of colour.”
Ultimately however, “the more women’s sport moves into the mainstream, the more those who have been excluded on and off the field will have greater access to support and opportunities.”
Fenwick laughs, “When I see the positive progress, it makes me think, ‘Alright, I’m going to put on my women’s sport cloak back on and get back out there’.”
