Promoting the Visibility of Women in Sport

The SheAds Project is a 24-month Capacity Building initiative led by the Sports University of Tirana, aiming to promote gender equality in sports through enhanced media representation of female athletes and coaches. It seeks to understand how women in sports are portrayed in traditional and digital media and equips sports communicators with tools to improve gender-sensitive outreach.

Key Goals and Activities:

1. Research and Resources:
   • Analyse the portrayal of women in sports across media channels.
   • Develop an eLearning course and a Handbook on Gender Equal Advertising for Sports.
2. Visibility Campaign:
   • Launch a campaign to increase the representation and visibility of female athletes.
3. Focus on Albania:
   • Tailor materials for the Albanian context, with potential for adaptation across Europe.

Consortium and Methodology:
The project involves institutions with expertise in research, IT, media, sports, and governance. Its methodology includes five work packages addressing management, research, training, campaign implementation, and dissemination.

Expected Outcomes:

1. Enrich the literature on gender equality in sports communication.
2. Train sports communication managers on non-stereotypical, gender-equal representation.
3. Enhance the visibility of women in sports leadership and athlete roles.
4. Encourage gender-equal communication practices in sports organizations.
5. Foster awareness and media literacy on gender-sensitive communication among all sports stakeholders.

SheAds combines research, training, and advocacy to create a holistic approach to gender equality in sports media and communication.