Wahine Toa Special Projects 2026

Increased Media Visibility for Women & Girls in Sport

Authors: Britt Hawes and Janina Kuzma

Increasing the visibility of women and girls in sport is a critical lever for advancing equity, participation, and long‑term system change. While progress has been made in recent years, women’s sport remains underrepresented in mainstream media, with coverage often concentrated around major events and high‑profile athletes. Within this broader challenge, certain groups - particularly mothers - remain largely invisible, despite high levels of ongoing participation. This combined project examines how visibility gaps are produced and sustained, and what practical action can be taken to address them.

The project brings together two interconnected studies. More Than One Bib explores the visibility of mothers in sport, examining the disconnect between participation and representation across recreational, competitive, and elite contexts. Survey data from 84 mothers shows that while the vast majority return to sport after childbirth, mothers are rarely seen in mainstream media, club communications, or social media. When they are represented, coverage often relies on narrow or exceptionalised narratives that frame motherhood as incompatible with sporting success. This absence limits role modelling, reinforces outdated assumptions, and undermines efforts to normalise participation across life stages.

Every Win Counts focuses on the structural barriers that limit consistent media coverage of women’s sporting results, particularly outside major event cycles. Drawing on a Media Voices survey with journalists and media professionals, the findings demonstrate that underrepresentation is not driven by lack of interest, but by practical newsroom constraints such as time pressure, limited resources, late communication, and lack of broadcast‑ready assets. Results show that when athletes and organisations align communication with newsroom realities, coverage becomes far more attainable.

Together, these projects demonstrate that improving visibility is a system‑wide challenge requiring both cultural and practical change. In response, the project delivers two targeted toolkits designed to reduce barriers and enable more consistent, inclusive storytelling. By equipping sport organisations, athletes, and media with practical, evidence‑informed tools, the project provides a clear pathway to increase visibility, normalise diverse experiences - including motherhood - and support a more equitable and sustainable sporting future.