Old Rules for New Times: Sportswomen and Media Representation in the COVID-19 Pandemic

Abstract

During the first few months of the pandemic, professional sport around the globe stopped, as competitions and leagues were cancelled, postponed, or went into hiatus while sport administrators scrambled to work out ways to reboot their product in a COVID-19 world. Sport media outlets were faced with the task of reporting on sport and filling the void for fans in the absence of any live content. This article is concerned with the content, both in quantity and quality that fans of women’s sport could consume in those first months. In the context of the current “boom” in women’s professional sports, we draw on the analysis of two online sport media sites to consider the narratives of female athletes that fans had access to. The findings suggest that during the beginning of the pandemic sport stories about women were largely erased and replaced by those appealing to a very different fan market.