ReFrame Women in Sport

ongoing

The ReFrame Women in Sport project seeks to tackle the underrepresentation and misrepresentation of women in sports media by equipping female athletes, coaches, sports administrators, and journalists with the skills to engage confidently with the media and challenge gender bias. The project unfolds in four phases: capacity-building, national implementation, transnational knowledge exchange, and sustainability, with a strong emphasis on digital learning via the ReFrame Learning Hub. Over the course of the project, 100+ women in sport will be engaged through national workshops, while media professionals will be trained in gender-sensitive reporting. The project adopts a train-the-trainer model, ensuring the knowledge and skills developed are passed on beyond the project’s conclusion. The ReFrame Learning Hub will remain open-access, providing continuous access to training materials, case studies, and resources. Nano-learning techniques, such as micro-podcasts and AI-driven exercises, will reinforce key learning points, fostering ongoing engagement. To guarantee long-term impact, the project embeds gender-sensitive media practices into sports clubs, federations, and media organisations. By engaging stakeholders at local, national, and European levels, the project aims to transform media representation of women in sport, ensuring their visibility and professionalism are highlighted across all media platforms. Through a sustainable, scalable approach, the project’s open-access resources, training models, and cross-sector collaborations will ensure that the change initiated continues to make a meaningful and lasting impact on gender equality in sports media.