How are female athletes portrayed in media narratives? Does the concept of "gender-appropriate" sports still exist? What are the effects of stereotypes and unconscious biases?
In view of the Milan Cortina 2026 Olympic and Paralympic Winter Games and the month dedicated to women's rights, the Bracco Foundation, in collaboration with the Municipality of Milan , the Milan Cortina 2026 Foundation , and the International Olympic Committee, presents a photographic exhibition and research to reflect on gender representation in sport.
The exhibition "A Life for Sport. Faces and Achievements of the #100Experts," featuring photographs by renowned photographer Gerald Bruneau, gives voice and recognition to 20 Italian women active in the world of sport, part of our database: multi-medal-winning athletes, Paralympic champions, top executives of sports organizations, rights activists and those committed to free access to sports.
The research , conducted by the Pavia Observatory , assesses compliance with the "Guidelines on the Representation of Sport," developed and promoted by the International Olympic Committee, in media coverage of the Paris 2024 Olympic and Paralympic Games - 1st edition, with gender parity. The study investigates gender equality, equity, and inclusion from both a quantitative and qualitative perspective, with respect to content, images, words, and sources in the main television news programs of the period.
In an era that calls for collective action to achieve gender balance and overcome stereotypes that inhibit individual vocations and social growth, these projects aim to contribute to a clear and informed view of the extraordinary contribution of women to the world of sport.
