World Sailing has introduced new Portrayal Guidelines for media professionals, broadcasters, event organisers and member national authorities, outlining measures to support balanced sailing coverage and reduce gender bias in media reporting.
World Sailing, the global governing body for the sport of sailing, says the principles may also be applied to other underrepresented groups within the sport. The guidance covers areas including language and broadcast camera angles.
Alexandra Rickham, World Sailing’s director of sustainability, says: “The launch of the World Sailing Portrayal Guidelines represents an important moment for our sport. Sailing has a proud history of mixed-gender competition, and it is vital that the way our sport is promoted reflects the true professionalism and athletic excellence of all our competitors.
“These guidelines are not just about words and images; they are about fostering a culture of respect and equity that can inspire the next generation of sailors worldwide. While the focus is on gender, many of the ideas in the guidelines can also be used to support other underrepresented groups in the sport.”
The guidelines are being introduced ahead of several major championships and international regattas, including LA28 Olympic Qualification, the 2027 World Sailing Championships and World Sailing Special Events.
Among the areas covered are the amount of coverage athletes receive, the framing of digital content and the use of language that may be considered patronising or trivialising.
The document includes practical examples of how coverage can be made more balanced. Media organisations are encouraged to focus on athletes’ sporting achievements, technical skills and competitive performances rather than personal appearance or gender-based stereotypes. World Sailing also recommends avoiding language that may be perceived as patronising, trivialising or unnecessarily emphasising a competitor’s gender.
The guidance also looks at visual coverage, including photography and broadcast production. It encourages the use of imagery that reflects the diversity of the sport and advises against camera angles or photographs that could be considered invasive or that draw attention away from athletic performance. Instead, it says, sailors should be presented in a manner consistent with the portrayal of elite athletes in other sports.
World Sailing is also calling for greater balance in the visibility given to competitors through race reports and event communications. Organisers and media teams are encouraged to review how athletes are represented across websites, social media channels and promotional materials to help ensure coverage is equitable and that achievements receive comparable recognition regardless of gender.
The World Sailing Portrayal Guidelines are available for download from the World Sailing website, along with resources, including a tool to understand and analyse gender balance at a club, class or event.
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