Capitalize on Women’s sport momentum to build your audience and increase your coverage

Capitalize on Women’s sport momentum to build your audience and increase your coverage


Women’s sport is continuing its upward trajectory, registering record audiences across a wide range of sports. Eurovision Sport and the EBU Academy are committed to helping Members increase their coverage of women’s sport.

To that end, the e-Master Class is designed for heads of sports, journalists & editors who are seeking to offer a more gender-balanced programming, and for other stakeholders who will benefit from insights on market data, strategy, and organizational culture. 

A research-based curriculum combined with concrete case studies from EBU Members and Federations, will show you how to set a step-by-step process in motion to drive and monitor progress that it’s here to stay.

Who it is for

  • Sport producers, journalists & editors
  • Heads of Sport Teams of journalists & reporters
  • Communication officers from sports federations

Guest speakers

  • Max Cobb, Secretary General, International Biathlon Union (IBU), Austria
  • Nadia Bonjour, strategic communication, storytelling, gender portrayal in sport, NB, Switzerland
  • Sonia Sancho, Sports Rights Executive, RTVE, Spain
  • Amanda Shalala, Sports journalist and the co-lead of ABC Sport’s 50:50 Equality Project, ABC, Australia
  • Maria Rua Aguete, Senior Director, Media and Entertainment /Technology fellow, OMDIA
  • Declan McBennett, Head of Sport, RTÉ
  • Paula Fahy, Group Resource & Commissions Manager, RTÉ

Course outline

  • Women’s sports: a success story
    • The evolution of Women’s sport
    • RTVE case study
    • IBU case study
    • The EBU ecosystem to promote Women’s sport
  • How to change the mindset of your sports department
    • SVT’s journey: Set targets, measure & act
    • Gender portrayal
    • RTE case study
  • Steps ahead & monitoring progress
    • ABC case study
    • Create a sustainable process with the Sports team
    • Sharing your action plan


Between sessions and in their own time, trainees will be asked to work on their own or in small groups on a few tasks.


  • Audience Needs: Diversify your sports coverage so it appeals to all audiences.
  • Business: Increase your reach and media coverage, valorize your brand.
  • Diversity: Improve the gender balance of sports coverage.
  • Strategy: Increase brand awareness & reputation.