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Ngqabutho Moyo Sports Reporter
SOCIETY has mostly embraced equality in the work place but in sport, that is yet to change with males dominating even in the manner they are covered and rewarded. Women in sports seem to have reasons to believe that the coverage of them across the world is unequal. They believe males hog most of the headlines, attract most of the sponsorship yet coverage and prizemoney is different.

The Gender and Media Progress Study of 2010 conducted by Gender Links which found that sport is the most covered topic in Southern African media with over a quarter of all coverage, women appear to get just 10 percent of that.

Despite women being more than men, they have failed to have a better brand value because of a stereotype media and corporate sector which sees a male as more marketable.

Anna Mguni, the chief executive officer of the Zimbabwe Olympic Committee, said that women’s activities were often shunned by the media.
“Even when women’s sport events are reported on they are often broadcast during odd hours, treated as less credible events or portrayed as a novelty instead of a serious sport event showcasing talented sports- women,” said Mguni.

Grace Chirumanzu, a female journalist based in Harare, has decided to address gender disparities through creating a website for  Zimbabwean women who have made a name for themselves in society, women who are fighting for the rights of other “inferior” women and children and those who are working hard to be recognised in society.

However her effort does not have any section where women sports are covered or covered.
It has also been a case of women not standing up for their own folk.

Despite many women in sport journalism, they rarely dedicate space for their lot often scrambling with their male counterparts to highlight successes of men in sport.
Research has shown that most sporting babies were founded by men even if more women are active in them, a case for example is Inline Academy, New Orleans and Highlanders Royals.

Mguni went on to say that, “We are not really challenging them (men) but we need their support for more women to take up these decision-making posts and it is through media coverage that we will attain such.”

Failure by the media to give women fair coverage has contributed to poor sponsorship of their activities. Companies partner with clubs or associations for better visibility of their names or products. It is a two-way relationship from which both parties must benefit.

The Zimbabwe Women’s Football League boss Miriam Sibanda believes women have had their own share of portraying the country in positive light through their successes  in sport. She argues they deserve a better deal.

“Women have made consistent contributions to Zimbabwean sport at all levels, yet their achievements receive limited coverage in the mass media,” said Sibanda.
Women strongly believe that women’s sport in Zimbabwe does not receive the same amount of media coverage as traditional male sports like rugby, soccer and cricket and because of this women sports struggle to attract sponsors.

Gladys Utete, another sports activist, believes the bottom line is the level of interest in female sporting events which does not compare with men’s.
She said it’s a traditional view held by men and society that the woman’s place is not public life but at home so even when in sport everyone looks at their role as secondary.

It appears women’s coverage and sponsorship in sport is a reflection of society. While this might be the case, if viewers and readers are not exposed to more women’s sport their interest will not grow.

“Due to a lack of funding and inconsistent media coverage, women’s teams face a challenging future, as the country’s best talent is lost when players turn their back on sport as a discipline,” adds Sibanda who also runs a promising football project Twalumba in the Northern Region Division One league.
Because sport for women in general is not very lucrative, many women can’t pursue a career in it.

This has prevented women from reaching their full potential and further discourages sponsors from investing in an individual, team or discipline.
Sibanda went on to say; “If you have no product, you don’t have partners (sponsors) or coverage, but if you don’t have sponsors or coverage you’ll never have a product.

“The level of coverage enjoyed by a team, male or female, is largely related to their success. Our women’s football team, for example, struggles to hold their own on the international stage and this is reflected in the coverage they get.”

The lack of sponsorship and media coverage of women’s sport prevents these sports from reaching the same level as their male sports, yet sponsors expect women sports to reach this level before investing in it. Yet by numbers there are more girls and women in population which makes them the target for endorsements.

Rosemary Mugadza, the Mighty Warriors coach, believes that: “If the media focuses more on women athletes and the various roles that women play in the sport industry, it will help eradicate stereotypes in the media and sponsors.”
Even in tournaments sponsored for both boys and girls the money committed to males as prizes is more than what is set aside for women.

Big events like the US Open in tennis have moved to ensure women and men get the same figures for winning.
A change in perceptions by the media and sponsors could just be the boost women in sport need.