The Williams sisters, Jessica Ennis Hill, Ellie Simmonds, Simone Biles. There’s a list of amazing sportswomen as long as an Olympic parade, but there’s no denying that women are often scrutinised in a way men are not.
To tackle the issue, Getty Images have teamed up with charity Women’s Sport Trust to increase the visibility of women in sport and change the way sportswomen are represented. The partnership coincides with the launch of Getty’s “Best of Women’s Sports” gallery – a series of beautiful photographs made available for free to schools, universities and not-for-profit organisations.
Getty are also adding to their collection of sporting women photographs available to commercial users. The simple maths is that the more photographs are available, the more the media will be inclined to use them. The pictures must follow these forward-thinking guidelines:
Sport appeal not sex appeal
Focus on the skill, strength, speed, passion and drama of the sport instead of how the athletes look
Mix it up
Capture a diverse mix of athletes participating in a wide range of sports
Keep it real
Authentic, credible imagery that represents the athlete as she’d want to be seen
Play your part
Everyone involved in the production, reporting and consumption of sporting imagery to take responsibility for the changes they can make
More is more
Increase the number of images taken and seen
Be creative and push the boundaries, seek out new talent and new audiences
Thanks to Team GB's Olympics success and now Getty and Women’s Sport Trust, the visibility of women in sport is on the up. After all, it’s hard to be it if you can’t see it.