How we helped World Athletics use data to challenge bias, shift narratives and build a more inclusive future for global sport.
The challenge
Despite progress in women’s sport, female athletes are still consistently underrepresented in media coverage. This distorts public perceptions and misrepresents the true identity of sports like athletics.
World Athletics recognised this imbalance, not only as a reputational issue but as a barrier to equitable growth.
The brief
To understand the scale and shape of the problem – and use that insight to shift how our sport is seen, supported and searched for.
The goal
To back equity with evidence and drive meaningful change.
Our approach
We were commissioned to conduct ongoing independent, in-depth analysis of gender representation in online media coverage during the World Athletics Championships.
Our research explored:
- volume and tone of coverage for male vs female athletes
- discipline-specific disparities (e.g. throws vs sprints)
- correlation between media visibility and social media following
- regional variations in reporting emphasis
This was not reporting for reporting’s sake, but a benchmarking study designed to influence real-world action.
Key findings
- Gender representation in news coverage improved by +4% vs 2022.
- Female athlete coverage reached 46%, narrowing the historic gap.
- The study was highlighted following the election of a gender-balanced World Athletics Council in 2023.
The outcome
- An independent validation of progress and a clear view of what’s next.
- A credible platform to challenge gender bias in media ecosystems.
- A roadmap for improving visibility across events, disciplines and digital platforms.
- The findings were shared with Google, initiating discussions on equity in search visibility.
This wasn’t just a diversity report. It was a tool for change.
