Sport Ireland launches comprehensive study of gender balance in Irish sports media coverage

Today Sport Ireland has launched the most comprehensive study ever completed of gender balance in Irish sports media coverage, which covers the 2025 period.  

Overall, the study shows women remain significantly underrepresented in Irish sports media.  

Among the key findings from the latest report, which was carried out in conjunction with media intelligence and data technology company Isentia are:  

• 18% of all Irish National sports news coverage was about women’s sport
• 75% of all Irish National sports news coverage is focused on just five sports
• 22% of Irish National radio sports programme coverage focused on women's sport 

Minister for Communications, Culture and Sport, Patrick O’Donovan said: “This is an especially important piece of research and it’s great to have it out during Women in Sport Week. Our female sportspeople continue to achieve wonderful things, both nationally and on the world stage. There’s lots there to report on and celebrate. More must be done to bring all these remarkable stories to greater prominence. The Government, as it has done before, will continue to champion women’s sport.”  

Minister of State with special responsibility for Sport & Postal Policy Charlie McConalogue: ““Women’s sport continues to receive far less coverage than men’s, despite exceptional performances and achievements at home and abroad.  

"So, achieving genuine gender balance in sports media will require a system-wide approach tackling deeply ingrained and outdated perceptions.  

"The idea that women's sports lack viewership is often used to justify low coverage, when studies show that promoted properly, they can attract significant audiences.”   

Women’s sports news coverage reached its highest point in August, when several major events took place, including the opening of the Rugby World Cup and the finals of the All-Ireland Camogie and All-Ireland Ladies Football Championships. 

John Foley Chairperson of Sport Ireland said: “The figures tell a story that no one in this room can ignore. They show us how far the gap still is between the visibility our women athletes receive and the value they bring to Irish sport. We’re all aware of the great triumphs enjoyed by Irish sportswomen recently, but success is only one part of the story. Visibility is the other. More must be done to improve things in this regard, and it will take all of sport’s stakeholders working together to bring this about.”  

Sport Ireland CEO Dr Úna May said: “The media is crucial in creating the conditions for balanced coverage. At Sport Ireland we’d like to acknowledge the many positive steps they’ve taken so far. It’s also a suitable time to call for a renewed commitment to build on these findings and aspire to global leadership in gender-balanced coverage.” 

Women's visibility centred on Irish athletes at major international competitions, with success most often driving the highest levels of coverage. 

Nora Stapleton, Director of Strategic National Governing Body Programmes & Women in Sport Lead said: “These findings can support a clear direction for action. Sport and media organisations can work together to increase the visibility of women's sport. While media companies play a crucial role, Sport Ireland recognises that achieving genuine gender balance in sports media requires a system-wide approach. 

“Everyone from Government to National Governing Bodies, coaches, managers, venues, event promoters, and the public can all have a part to play in creating the conditions for balanced coverage.” 

Three women – Kate O’Connor, Sarah Healy, Leona Maguire - appeared among the 20 most visible athletes by volume of coverage, while two of the top 20 most visible teams were women's, (the Ireland rugby and football teams).  

In radio programming, football was the leading sport, consistent with the news analysis. This reflects how deeply it is embedded within Irish sporting culture and its vital role in shaping the visibility of women's sport 

Consistent with news coverage, football, rugby union, and Gaelic football were the leading sports by volume, together accounting for over half of analysed radio stories (56.4%). 

The research supports Sport Ireland’s work under the visibility pillar of the Women in Sport Policy.