Improving Your Coverage of Women in Sport


Public Service Media have the responsibility to make women’s sport a standard fixture of the sports media landscape. It has also been demonstrated that gender-balanced sports coverage provides new stories and enables broadcasters to reach new audiences. This can only be done by methodically raising awareness and setting up clear objectives and processes.  

This e-Master Class will give you the tools and inspiration to create awareness and accountability on gender portrayal, set measurable targets on women’s coverage and shift your sports department’s culture for the long term. 

Who it's for:

  • Heads of Sport
  • Sport producers, journalists & reporters
  • Strategists and communication officers from sports federations
  • Diversity, equity and inclusion officers 

Guest Speakers:

Topics Covered:

  • State of play of women’s sports coverage.
  • Why is it good for your media organization to aim for a more gender balanced coverage.
  • How to change the culture in your Sports department and develop sustainable good habits.
  • Gender portrayal toolkit.
  • Setting and reaching measurable targets.
  • Prepare your action plan.


Day 1:
Seizing the opportunities and meeting the challenges
Small group activity (break-out session)
Part 1 - Women´s sports and media coverage 

  • What’s happening in this field around the world?
  • How did the journey start for SVT?
  • How is the challenge being taken on by media?

Part 2 - How to change the culture in the Sports department 
Small group activity (break-out session): What are the key challenges you can identify and how might you tackle them?  

Day 2:
Define and reach your measurable coverage goals
Small group activity (break-out session)
Part 1 - Gender Portrayal toolkit 
Part 2 - Set targets, measure, act! 
Small group activity: What action can you commit to? Start to discuss ideas with each other. 

Day 3:
Anchor editorial changes in your newsroom
Small group activity (break-out session)
Part 1 - Reimagining Sports - a handbook and other helpful tools from the EBU 
Part 2 - Create new good habits  

  • “My task as a commentator”  with guest speaker Chris Härenstam, SVT 
  • How to make it everyone’s responsibility and a part of your teams’ DNA.  
  • How to face challenges and make demands 
  • How to make sure that editorial changes are here to stay 

Part 3 - Share your actions 

  • Discuss the action points you have come up with.  
  • How you could start implement these actions in your team?

Skills Learnt:

Audience Needs: Meet the expectations of younger audiences.
Business: Increase your reach and media coverage, valorize your brand.
Diversity: Improve the gender balance of sports coverage.
Editorial Skills: How to build new editorial priorities.
Social Media: How to distribute new stories on the relevant platforms.
Storytelling: Use the opportunity for new forms of storytelling.
Strategy: Increase brand awareness & reputation; measure the value that PSM creates (at individual, society & industry levels).


Between sessions and in their own time, trainees will be asked to work on their own or in small groups on a few tasks (e.g. prepare an action plan, do a few exercises on gender portrayal etc.). The total time needed will be 1 to one 1.5 hours. While we encourage trainees to take up the chance to practice what they’ve learned, we understand it may not always be possible because of other commitments outside the e-MC. If this is the case, please discuss this with the trainer, Linn Hellstrand.

Meet your faculty

Linn Hellstrand

Digital strategist and project manager at SVT Sports

Linn is a digital strategist and project manager at SVT Sports. Linn has worked with gender balance in the sport newsroom since 2015.  Since then, she has been a guest speaker and a trainer in this field for both international and national media companies as well as sports organisations.