Challenging the status quo of sports media: how fans use independent media to cover women’s sports and advocate for change

PurposeThis study investigates how independent content creators have built platforms to cover women’s sports and advocate for women in sports using digital platforms. These creators challenge the status quo of sports media and build communities of like-minded fans. This enables collective action and resistance through deep engagement with the content produced.Design/methodology/approachSix semistructured interviews were conducted with women who have produced content for independent media platforms that cover women’s sports. Participants were specifically selected for their engagement with and production of media covering women’s sports. Researchers engaged with uses and gratifications theory (UGT) to interpret the experiences and motivations of this content production as well as the impact content production has on the fan community.FindingsBy highlighting the reflections of six women in this space, this study illuminates how fan-driven content and content creators are resisting mainstream media coverage. It expounds on how they have subsequently built their communities, fostering a sense of belonging while creating a more inclusive media landscape. However, women in this environment feel vulnerable as independent media, sometimes unsafe, are often unpaid, and experience significant burnout.Originality/valueThis article offers an exclusive focus on the lived experiences, reflections, and perceptions of independent sports media content creators who identify as women while covering women’s sports, for which there is limited academic focus. It amplifies the voice of the fans, the toil that drives change for women in sports, and the problematic environment they work in.