A lack of quality coverage for female competitions has encouraged the media to promote the sex-role stereotypes that underpin female participation in sport. With sport viewership traditionally having a larger male base, media have focused on the looks of the female athlete in order to try and attract male viewers.

The media should reassure female athletes that pursuing a lifestyle and a career in sport is viable and emphasising the importance of a healthy lifestyle , which does not impact one’s femininity. However, when we look at elite level competitions and the names of particular teams we can see a difference in value given to that sport. For example in Rugby League teams like Warriors, Knights and Storm all have a link to strength and female teams like the Diamonds, Southern Stars and Matildas remain with a feminine aspect. Commentary for male athletes often includes questions that focus on the battle or how tough the game is. Commentary for female athletes has a focus on emotions and feelings generating an idea of fragility and delicateness.