On 16 May, the Sports Inclusion Media Seal (SIMS) project hosted a dynamic event in Gandía, Spain, to explore how inclusive sports organisations and media professionals can collaborate to increase both visibility and inclusivity in sports journalism.

The event brought together a range of voices, including representatives from a local inclusive rugby team comprising players with and without disabilities, Spanish Paralympic athlete Héctor Cabrera Llácer and Santiago Roca, radio broadcaster at Radio Marca Gandía.

The event highlighted the need for a shift in the attitudes of journalists to be more open to sharing more diverse stories. Speaking of his experiences, Santiago Roca also stressed the need for an attitude change in audiences.

Looking to the role of sports organisations and those promoting more inclusive sports, speakers discussed the responsibility of these organisations to proactively generate compelling person-centred stories. Speakers stressed the importance of these stories focusing on the achievements of athletes, or the social impact of sport, rather than framing disability or other intersectional characteristics as the story itself.

Speakers agreed that high-level sports, such as Olympic and Paralympic events, often receive more media attention, making them easier to promote. However, they argued that day-to-day inclusive sports stories are just as worthy of coverage and can play a key role in shifting public perceptions.

Speaking of his experience as a Paralympic athlete, Héctor Cabrera Llácer identified that media can help athletes access sponsorship and advertising, which are essential for professional development in sport. While recognising the opportunities, Héctor also spoke of the risks of increased visibility in media spaces, with it creating increased pressure and scrutiny. This can require athletes to need additional support to ensure their good mental health.

The event made a strong call to action for collaboration: media professionals and inclusive sports organisations must work together to ensure more representative and respectful coverage across all levels of sport.

To find out more about the project, access the SIMS Materials here.