Who we are
Women first competed in the Olympic Games in 1900, with just 22 athletes out of 997 participants. At the time, they were barred from competing in physically demanding sports.
After World War II, women slowly began to take up more space in select sports, but media coverage often focused on their femininity rather than their athletic achievements.
Fast forward 124 years, and women made up 50% of the athletes at the Paris 2024 Olympic Games for the first time ever!! Yet, despite this progress in participation, media coverage of women’s sports remains severely lacking.
Between the 2000s and 2010s, women’s sports received only about 4% of total media coverage.
4% Media is committed to changing that. Our mission is to increase visibility, coverage, and engagement for women’s sports, driving true equity and equality in sports media.
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