Engage, Encourage, Ingrain: How Are LGBT+ People and Allies Influencing Sports Media?

The last decade has seen an increase in both the number of sports journalists working in the UK media who are LGBT+ and out and the amount of content produced by legacy media outlets concerning LGBT+ issues. We draw on quantitative and qualitative data gained from a 2022 survey of the sports media industry conducted by Sports Media LGBT+, a network, advocacy and consultancy group. We compare the results with those of the first survey undertaken by the group, in 2018, arguing that although the sports media industry has broadly become more LGBT+ inclusive, many challenges remain, particularly for trans and non-binary employees. The survey results suggest that there is a strong correlation between LGBT+ visibility in the workplace and responsible reporting of LGBT+ athletes and issues. At the same time, where visibility is low in sports media workplaces, the quality of reporting on LGBT+ stories in sport is less reliable. This suggests that when sports journalists who are LGBT+ feel more empowered to be their authentic selves at work, they are more engaged and productive. In turn, as these employees see positive change in their company, they openly express their Pride in working there, which in turn helps to attract and retain talent. At the same time, the visibility of LGBT+ sports journalists encourages the consumption of content by the wider community of LGBT+ people and allies. Furthermore, LGBT+ athletes and coaches are more likely to trust not just these individual journalists, but also the outlets they work for. Gradually, an appreciation develops at a senior level of this intertwined relationship between LGBT+ staff, newsroom and boardroom allies, and the community they serve. The more that this understanding is woven into the fabric of organisations, the better.