Serbia v China Volleyball at the Rio Olympics (Photo: Getty Images)
Serbia v China Volleyball at the Rio Olympics (Photo: Getty Images)


Getty Images’ new guidelines are increasing the visibility of women in sport

Getty Images have teamed up with Women’s Sport Trust to tackle the sexist ways sporting women are portrayed in the media

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By Emily Baker on

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.

Heather Chan (Photo: Maddie Meyer/Getty Images)

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

The GB hockey team winning a gold medal in Rio (Photo: Tom Pennington/Getty Images)

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 bold

Be creative and push the boundaries, seek out new talent and new audiences

Mildred Babe Didrikson in the 1932 LA Olympics (Photo: Getty Images)

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. 


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Serbia v China Volleyball at the Rio Olympics (Photo: Getty Images)
Tagged in:
women in sport
women in the media

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