Agora: Red Deer Polytechnic Undergraduate Journal
Volume 16:2 (2025) Student Writer Awards

The Role of Women in Sports Media &
Media Representations of Female
Athletes
Sawyer Lorenz
The media plays a significant role in shaping public
perception as a tool that can either reinforce or challenge social
views on sportswomen through its representation of them.
Toffoletti & Thorpe (2018) examine the “athletic labour of
femininity” as they look at how elite women in sport are
presented in the online world, specifically, the non-sporting
efforts that sportswomen go to in order to keep up with their
online image of femininity (p. 312). The ways in which females
present themselves through social media platforms, as Toffoletti
& Thorpe (2018) note, “reveal the power of gendered regimes of
visibility to influence sportswomen’s self-presentation choices”
(p. 312). With the growing recognition of female athletes, the
media’s representation of them continues to intensify as we raise
questions of equality and inclusion. Messner et al. (2000)
discuss how boys are much greater consumers of televised sports
than girls (p. 380) and describe how the “Televised Sports
Manhood Formula reflects and promotes hegemonic ideologies
concerning race, gender, sexuality, aggression, violence, and
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consumerism” (p. 391). When female athletes are portrayed,
often it is in ways that draw attention to their bodies, sending the
message that they are solely something to look at. Kane et al.
(2013) discuss how their heterosexuality and femininity is
highlighted to display what a woman should be, and often this is
of greater importance than their athletic abilities (p. 271). As a
female athlete, in a world where men receive more praise despite
being at the same level, it is difficult to feel a sense of belonging
when you grow up with societal messages screaming that you
will never be enough. Heinecken (2015) examines how internet
group SoccerGrlProbs has become a safe space for female
athletes as they challenge normalized misogynistic views
surrounding femininity and redefine what it means to be a
female athlete in a humorous, relatable way (p. 1035).
Heinecken (2015) states that “girls’ identification with
SoccerGrlProbs enables a form of self-branding that is
disconnected from commercialized celebrations of ‘hegemonic
female sexuality’” (p. 1047). The change in self-representation
illustrates the growing movement of female athletes challenging
stereotypes, using their voices, and fostering an empowering
culture for future generations.
Old Milwaukee Swedish Bikini Team Commercials:
http://www.youtube.com/watch?v=-c2NEFPqTwY

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http://www.youtube.com/watch?v=LtnMtrEB1-I
http://www.youtube.com/watch?v=cKcW0ljTg4I
These commercials were created in the early
1990s, advertising Old Milwaukee with the help of the Swedish
Bikini Team. In all three of these clips, the story is a group of
men spending time outside, drinking unbranded beer, who don’t
think life can get any better when, suddenly, they are gifted with
Old Milwaukee and the presence of the Swedish Bikini Team
(ASO Advertising, 2008 & Adam N, 2006). The way that
women are framed as hypersexual beings – through the use of
nudity,

submission,

and

assigning

them

powerless

characteristics – is representative of how male-centred values
exist and dominate female representation in sports media.
Dominant ideologies such as these encourage and support
behaviour that objectifies women by defining their role in sport
as a source of sex appeal intended to engage the male audience
and boost viewership.
The “Televised Sports Manhood Formula” (Messner et
al., 2000) describes how misogynistic views are used as tools of
design as media is created; they note that “the idea that sports is
a man’s world is reinforced by the gender composition and
imagery in commercials” (p. 383). This notion of how imagery
is used to create sex appeal is consistent with the message
portrayed in the Old Milwaukee Swedish Bikini Team

70

commercials. The “dream life” portrayed in these ads is
attractive and appealing to its male audience, supporting and
reinforcing ideas regarding how men and women should be
viewed; it often being that the woman is to be viewed as an
object who serves the man. Messner et al. (2000) describe that
“women almost never appear in commercials unless they are in
the company of men” (p. 383) and also write about how when
women are depicted in the media, it is through a male-serving
lens (p. 384). This concept is illustrated by these commercials
where the women are seen as submissive objects valued based
on their beauty. The emphasis on physical appearance and
excessive attention to women’s bodies clearly exemplifies what
Messner et al. (2000) discuss regarding the role of women in
sports media where they are perceived and valued based on how
they appeal to societal standards (p. 383).
“Here’s to Football” Coors Light Commercial
https://youtu.be/UuEkdPcf2wY?feature=shared
“Here’s to Football” (Longo, 2010), is another example
of a text that illustrates the ways in which women are portrayed
in sports media and popular culture. Coors Light produced this
commercial in 2002 to promote their product by tapping into
football fans’ sense of nostalgia through moments in sport like
sharing beers with friends and family, being a part of a crowd,
and also traditions such as tailgate parties (Longo, 2010). While

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“Here’s to Football” (Longo, 2010) does express values such as
these that come from a place of passion, belonging, community,
and love for sport, this commercial also reflects certain beliefs
about the role played by sexually appealing women in the world
of sports media. The commercial features two blonde girls
throughout and shows many cheerleaders as well, all of which
are dressed to appeal to the male gaze; as Messner et al. (2000)
discuss, women in sports media are often characterized in ways
that stereotype them to fit in the background of the male subjects
(p. 383). The way that women are included in this ad as “props”
with the purpose of engaging the male audience is consistent
with the ideas of Messner et al. (2000) as they describe how
“women are sexy props or prizes for men’s successful sports
performances or consumption choices” (p. 383).
While ads like “Here’s to Football” (Longo, 2010) and
the Old Milwaukee Swedish Bikini Team commercials (ASO
Advt., 2008 & Adam N, 2006), boost and foster peoples’ interest
in the sports world by creating appeal to things like nostalgia,
group identity, and connection, they also – intended or not –
demonstrate values that are rooted in drinking beer, watching
sports, and being surrounded by beautiful women. The values
presented in these commercials are not just revealed by how
women are portrayed, but also the way that men are expected to
exceed certain expectations of what it means to be a strong,

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“manly” man who watches sports, will get in a fight, drinks with
his buddies, and consumes media appealing to male-centred
heterosexual tendencies. Messner et al. (2000) note that research
suggests that “heroic framing,” the portrayal of the body of a
male athlete, and emphasis on physical dominance are crucial in
understanding the role of sport as influential in the social
construction of beliefs and attitudes regarding masculinity (p.
386). Messner et al. (2000) write about how “aggressive players
get the prize” and “nice guys finish last” (p. 385) as they use
examples of sports commentators praising athletes for their
aggressive abilities (p. 386). The song lyrics in the commercial
summarize these ideas flawlessly: “I love quarterbacks eatin’
dirt / Pom poms and short skirts… And those twins!” (Longo,
2010). These lyrics reflect that what’s valued is football, football
players who display “toughness,” and women with sex appeal.
Messner et al. (2000) look at how the exposure to media
– where the focus is exceeding expectations of masculinity by
belittling women and harming both yourself and others – affects
young boys who consume more sports television than girls and,
therefore, more commercials like these as well (p. 380). As they
outline the “Televised Sports Manhood Formula,” Messner et al.
(2000) describe that one becomes a “real man,” when the “voices
of authority – white males – say he is” (p. 390). They write that
even when a man achieves the perfect life of a beer commercial

73

– cold beer, nice car, game on, and a beautiful woman – “he will
be reminded by these… voices of authority just how fragile this
real manhood really is” (Messner et al., 2000, p. 390).
Don

Cherry

on

Women

at

Hockey

Games.

https://youtu.be/yRm_K9OpYbo?feature=shared
“Don

Cherry

on

Women

at

Hockey

Games”

(Natureboy24, 2006) is an early 2000s Sportsnet broadcast
segment where Don Cherry perfectly exemplifies the ways in
which dominant groups control social discourse, muting certain
groups in the process. He receives a dirty look from his co-host
as he begins the segment with “you women are going to get mad
at me…” (Natureboy24, 2006). He goes on to explain that
female fans are always the ones to get hit during games as he
tells the story of seeing a “poor lady” get hit with a puck, and
then states “when you come to the games, keep your eyes on the
puck” (Natureboy24, 2006). This relates to the theme of the role
of women in sports media, where they are looked down upon
and stereotyped because of their gender. The way that Don
Cherry describes how it is “always a woman yapping away”
(Natureboy24, 2006) comes from a misogynistic place, as he
blames women for getting hit with balls and pucks rather than
framing it as a risk that comes with being a fan, no matter your
gender. His co-host attempts to correct him by saying it’s not just
women who get hit, and that both genders enjoy the game so you

74

can’t solely blame women. Don Cherry responds to this by
calling him a “wimp” (Natureboy24, 2006), further proving the
traditional values of masculinity and femininity that are present
in his broadcasts, which can be looked at through the lens of the
“Televised Sports Manhood Formula” (Messner et al., 2000).
Both Don Cherry’s blame towards women, as well as the words
he uses to describe these female spectators, illustrate morals that
are rooted in place of gender inequality. He blames women as a
whole for not paying attention, describing how there is
something characteristically wrong with them that causes them
to get hit with pucks. Don Cherry exhibits the ideas put forward
by Messner et al. (2000) that describe physical play and culture
as a “man’s world” (p. 382) where women have no role unless
they’re providing sexiness and desirability.
Hockey Night in Canada broadcast: Sportsnet
Announces 2024-25 NHL Broadcast Schedules for Canucks,
Flames, Oilers, and Maple Leafs | Rogers Sports & Media
Jennifer

Botterill

on

HNIC:

https://youtu.be/Z3wpATDqY8s?feature=shared
The first link of this entry takes you to the
schedule posted on Rogers Sports & Media for the broadcasting
of the 2024-25 NHL season. The Canucks, Oilers, Flames, and
Leafs have no women doing the play-by-play announcements,
game analysts, or host; there are 14 men and zero women in

75

these jobs. According to the Televised Sports Manhood Formula
article from Messner et al. (2000), “white males are the voices
of authority” and, once again, “sport is a man’s world” (p. 382).
It is common in the world of sports broadcasters to have the
majority of the “face” to be primarily made up of white men, as
Messner et al. (2000) note that sports commentary and analysis
in the NFL, wrestling, NBA, Extreme sports, and MLB were
performed solely by white men (p. 382). This broadcast schedule
reflects these same issues – a lack of representation of women in
sports media; the reason for these problems is the maledominated culture pushing false ideas that sports are exclusive
to men and that women aren’t welcomed in the world of sport.
Messner et al. (2000) state that “images or discussion of women
athletes is almost entirely absent in the sports programs that boys
watch most” (p. 382). Female athletes receive far less time
devoted to broadcasting their games than men, making it more
difficult for them to be recognized and compete with men who
play the same sport (Messner et al., 2000, p. 382).
Not only do women have to fight to be seen by their male
counterparts at a professional athlete level, but at a professional
workplace level too. For example, there are very few women on
the pre-game/ post-game/ intermission expert “panels” in the
NHL; Jennifer Botterill is one of the only women on Hockey
Night in Canada and can be seen on the Sportsnet broadcast

76

where she is the only woman at a table of her male peers. This
ties in with “The Televised Sports Manhood Formula” article
(Messner et al., 2000) as it is clear that male voices steer social
discourse within sports media.
The Cavinder Twins, Livvy Dunne: The Cavinder
Twins, the NCAA, and NIL Policy
This article published by The Free Press takes a look at
the lives of twin basketball athletes Haley and Hannah Cavinder
and the brand they’ve created across social media platforms such
as TikTok and Instagram (Strauss, 2023). The author talks about
NIL (name, image, and likeness) which was previously barred
from the NCAA, it refers to the right of college athletes to make
money from utilizing their name, image and likeness. Strauss
(2023) discusses NIL and the marketing of white blonde girls –
such as the Cavinder Twins – over more “masculine” (and
successful) black players. Strauss (2023) states that the “athletes
now profiting are not necessarily the ones with the most athletic
prowess. Or at least that’s the case when it comes to female
athletes” (para. 9). This draws attention to the type of femininity
that is marketed through sports media; it’s no longer about
athleticism and skill, instead the focus is on very traditional,
idealized white femininity. Strauss (2023) also comments on
Louisiana State University gymnast Livvy Dunne, drawing
comparisons between her and the Cavinder Twins’ similar “girl-

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next-door” look and questioning if being a “button-nose blonde”
(para. 51) is the secret to successful NIL deals – with Dunne
having the second highest NIL money for a college athlete next
to Bronny James (Strauss, 2023, para. 52).
While the attention drawn by athletes like the Cavinder
Twins and Livvy Dunne certainly generates income and is an
important part of their identity, these women also receive
backlash for the way they present themselves. The Twins
responded to comments of disappointment from Stanford
women’s basketball coach Tara VanDerveer, stating that “in this
world, we need more powerful women empowering women…
So why are you knocking girls that are being successful?”
(Strauss, 2023, para. 58). VanDerveer’s opinion is valid
considering the battles women have had to go through in order
to be a part of the world of sport we know today, it would be
hard not to render that progress as meaningless. The topic of how
sports women should be portrayed is complicated because there
are powerful and empowered female athletes working to create
their own athletic identity, but to some extent, they lean in into
the male gaze and sexualize themselves in order to sell their
“brand” to male consumers and gain “power.” Another point of
difficulty is the lack of choice these female athletes have;
Toffoletti & Thorpe (2018) discuss the “athletic labour of
femininity,” illustrating the extent that female athletes go to in

78

order to uphold an image where they are painted in ways that
highlight physical appearance and their femininity is
emphasized (p. 312). The strategies and aesthetic labour behind
how female athletes portray themselves online are described by
Toffoletti & Thorpe (2018) as they note the exhaustion that
comes with adhering to gendered notions regarding what
femininity looks like (p. 312). Similarly, Kane et al. (2013)
discuss expectations of how female athletes should be portrayed,
and the danger of emphasizing certain beliefs as to what
femininity “should” look like; it discredits women who worked
hard to become professional athletes, not to be judged based on
appearance.
“Sh*t

Soccer

Girls

Say”

-

https://youtu.be/YiyPJnsoe9c?feature=shared
“Sh*t Soccer Girls Say” was posted on YouTube by
SoccerGrlProbs in 2012; the video humorously imitates
relatable moments such as using the “I can’t – I have soccer”
excuse or, blaming teammates for using your shorts, just to end
up finding them in your own locker. SoccerGrlProbs is a group
of D1 female soccer athletes who began posting humorous
content for their Twitter audience to connect with. The attention
they received led them to expand and produce content on other
platforms like YouTube, podcasts, and starting their own
merchandise line. Through their light-hearted, authentic,

79

relatable content, SoccerGrlProbs promotes the wellbeing of
these young athletes, encouraging and reminding them of the
sense of belonging in the world of sport. This content serves as
an outlet for young female athletes who are navigating
themselves through a sports world that often misrepresents
them. It is necessary for these athletes to have a sense of
autonomy, online platforms like SoccerGrlProbs create a space
where triumphs and struggles are recognized and normalized.
Heinecken (2015) discusses how SoccerGrlProbs fosters
and supports athletic identity, as social networking spaces (SNS)
provide a place to map and solidify self-concept through selfexpression and social comparison (p. 1036). Similarly, in the
textbook, O’Brien & Szeman (2018) note how the rise of social
media and new communications methods create endless
opportunities for people to engage with content and other people
that they can relate to (p. 339). This is crucial in the context of
female athletes, who already struggle with representation in
mainstream media. By providing an authentic, positive, relatable
platform where young athletes are validated, SoccerGrlProbs
not only fosters a supportive space, but also challenges
conventional attitudes towards sportswomen. The success of
SoccerGrlProbs illustrates how online presence helps to support
young female athletes and also encourages them to own their
experiences with pride

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The role of women in sports media is explored
throughout these entries as I began with commercials from the
1990/2000s and describe how the same values – despite the time
period, country, etc. – are projected in different ways through
examples such as sports media and broadcasting, identity issues
and portrayals of femininity, as well as the rejection of these
stereotypes that redefine what it means to be a female athlete.
This project considers the ways women are represented through
examples in popular culture where it’s clear that the portrayal of
women is consistent with the themes of the “Televised Sports
Manhood Formula” discussed by Messner et al. (2000). This
concept is relevant when we consider present in examples of
sports media like questionable comments made by Don Cherry,
the lack of female representation in the Hockey Night in Canada
broadcast, or commercials such as the Old Milwaukee Swedish
Bikini Team (ASO Advt., 2008 & Adam N, 2006), or Coors
Lights “Here’s to Football” (Longo, 2010). The themes Messner
et al. (2000) describe draw attention to the heterosexual whitemale-dominated perspectives that dictate how athletes and sport
are expressed and perceived; these concepts can be used to
understand sports media such as the ones I’ve discussed.
Moving on from misogynistic commercials and
broadcasters, while progress has certainly been made for women
in the world of sport, female athletes still struggle to find their

81

place. Kane et al. (2013) examined how professional female
athletes establish their self-concept in sports media, specifically
focusing on the ways the “selling sex” aspect of women’s sports
disregards who they are as athletes (p. 274). Likewise, Toffoletti
& Thorpe (2018) defined the “athletic labour of femininity” (p.
312) that athletes such as the Cavinder Twins and Livvy Dunne
experience as they navigate their self-concept through a world
where they are automatically disadvantaged because of their
gender; through these representations and expectations of
female athletes, they are pushed to adhere to traditional attitudes
of idealized femininity.
As female athletes battle stereotypes and reject the
standards placed upon them, these athletes find new outlets for
self-expression, SoccerGrlProbs for example. This platform is
discussed by Heinecken (2015) as a safe place that fosters the
identity of female athletes through humour and compassion. The
theme of media representations of female athletes is extremely
relevant to popular culture as it directly has to do with gender
equality, body image, self-concept, and the evolving role of
women in sports and the media. A brighter future would involve
more representation of non-white female athletes in the sports
world, journalists or analysts who are women, and more
platforms portraying realistic looks into the lives of these
athletes. While there is room for growth for the role of women

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in sports media, female athletes have begun to push back against
these restricting stereotypes, redefining what it means to be
feminine and an athlete in their own authentic way.

83

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