New EBU guidelines tackle harmful stereotypes in women’s athletics coverage
by 11th June 2026
The European Broadcasting Union (EBU) has today published new guidelines for respectful media coverage of women’s athletics, designed to tackle the sexualization of women athletes in sports broadcasting.
Developed in collaboration with European Athletics and backed by Olympians including British pole vaulter Holly Bradshaw, Serbian long jumper Ivana Španovic and Croatian high jumper Blanka Vlašic, the guidelines are a direct response to ongoing concerns around the misrepresentation and objectification of women’s athletic performances on screen.
With a focus on raising editorial standards, the publication features clear, visual examples of camera work and broadcast direction that demonstrate how to prioritize technical skill while upholding the professionalism and dignity of women in sport.
The guidelines are now available for use by all broadcasters involved in the coverage of women’s athletics.
Glen Killane, Executive Director, EBU Sport said: “Women’s sport deserves to be seen, covered, and valued on equal terms and we’re committed to making that a reality across our rights portfolio with our Members and partners.
“These guidelines mark an important step forward and set a clear expectation that coverage of women’s athletics needs to reflect technical ability and compelling storytelling.
“We’re proud to have partnered with European Athletics on this project, showing what’s possible when organizations work together to raise standards in sports broadcasting.”
Dobromir Karamarinov, President, European Athletics said: “At European Athletics, we are committed to ensuring that our sport is presented in a way that respects and empowers all athletes, regardless of gender, race, religion, sexual orientation, or socioeconomic background and this commitment is at the heart our “Race For Respect” initiative.
“Our longstanding collaboration with the EBU has been instrumental in raising broadcasting standards and expanding athletics viewership, reinforcing our sport’s position as the number one Olympic sport.
“I applaud the EBU for taking this initiative and thank all directors, camera operators and athletes for their involvement. The only way forward is through collaboration, dialogue, and mutual understanding among all stakeholders.”