Have you ever seen an African female athlete on the cover of ESPN, Sports Illustrated or even BBC Sport? I haven’t. Even when they win the Olympics, they get little coverage. I wonder if it’s just me? Is there a hidden bias in the media space?
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why are they actively involved in African sports at all?
why are they actively involved in African sports at all?
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You’re absolutely right,African female athletes rarely get the spotlight they deserve.
Even Olympic wins often go unnoticed in mainstream global media.
It does seem like a deeper bias is at play.
Recognition sometimes feels as random as the lunchtime lotto result, you never know who gets picked.
Hope more awareness brings real change soon.
You’re not alone in noticing this. Many African athletes, especially women, are underrepresented in international sports media. Even with big wins at events like the Olympics, they often don’t get the spotlight they deserve. This may be due to deeper media biases and global attention being more focused on Western athletes. It also ties into how media houses shape their content based on market demand, ignoring important voices. Just like in Acoustics, where certain sounds can be drowned out by louder ones, some athletes' stories get lost in the noise of mainstream coverage.
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More often than not, the path to success for African women in sports is a solo marathon of indifference. And it requires far more effort than most of their foreign counterparts.
You have touched upon a very subtle, but absolutely real problem. I am a sports journalist in Nigeria, and I will say it bluntly - editors often do not consider the stories of African women "interesting for the general reader". It sounds terrible, but it is the reality. When our athlete Patricia Udo won bronze at the World Long Jump Championships, we literally begged the editors to put her photo on the cover of the sports supplement to the newspaper. And what do you think? The article appeared on a third of the page, at the bottom, between a lottery ad and a crossword puzzle. At the same time, on the next page there is a large article about some Italian footballer who lost, but said goodbye to his career in style. What does this mean? That attention to African women in sports needs to be won. And this is not only the task of athletes. This is the task of journalists, sponsors, organizers. Many people ask themselves, Where is 1xBet located? 1xBet is essentially an international bookmaker registered in Curacao, but they have many offices in Africa. Their involvement in African sports is a business, but sometimes it is also help. I know that they sponsored a women's volleyball team in Cameroon and a women's football club in Uganda. Sometimes their help is the only thing that allows a club to go to a tournament. But ideally, the media should cover such stories not because there is a sponsor, but because these are real achievements. I myself am working on a documentary project about African easy