An IBU athlete survey into the portrayal of men and women athletes in biathlon revealed that the majority believe the coverage and portrayal of both genders in the sport is equal across the IBU’s platforms.

Portrayal is one of the three focus areas of the IBU Gender Equality Strategy 2021-2026. As part of this strategic priority, the IBU seeks to avoid prejudice and stereotypes in the portrayal of women and men in all areas of biathlon by raising awareness of what constitutes bias, both conscious and unconscious, and ensuring an equal media presence.

The survey was created in collaboration with the IBU Gender Equality Athlete Ambassadors, who shared the survey among their fellow athletes. It was also conducted in connection with the IOC Portrayal Strategy and follows the IOC Portrayal Seminar: Tackling gender stereotypes on-and off-screen.

In the IBU survey, 83% of the respondents either agreed or strongly agreed that the balance of coverage between men and women is equal on IBU’s platforms, while nearly 90% either strongly agreed or agreed that men and women are portrayed equally on IBU platforms.

When it comes to questioning in the mixed zone 64% either agreed or strongly agreed that men and women received similar questions, with only 5% disagreeing. 60% agreed or strongly agreed men and women were asked similar questions by the media in general.

On average, the respondents agreed that men and women are talked about appropriately by commentators and that the ski industry portrays both women and men appropriately.

One area identified for improvement concerned sponsorship. On average athletes neither agreed nor disagreed that men and women with the same performance level receive similar sponsorship opportunities in their country in biathlon. 43% either agreed or strongly agreed with the statement while 32% disagreed or strongly disagreed. However, it was felt that performance is still the main driver for sponsorship ahead of any gender considerations.

The results of the survey will be shared among the athletes and suggested areas of improvement will be sent to media representatives before the start of the 2024/2025 season.

Photo: IBU