EBU issues guidelines to limit sexualization in women's athletics broadcasts

Broadcasters are moving from general diversity statements to concrete, technical production standards to protect the commercial and social value of women’s sports. By standardizing camera direction, the EBU and European Athletics aim to improve the professional perception of female athletes, which is essential for attracting brand sponsors who are increasingly sensitive to brand safety and athlete dignity. This move follows a broader industry trend toward editorial accountability across major global sports federations. Watch for these standards to be integrated into the 1,200 hours of live coverage for the Birmingham 2026 European Athletics Championships to see if technical execution reflects these new policy benchmarks.

The European Broadcasting Union’s (EBU) new production standards arrive as women's sports reach unprecedented commercial scale. Per Nielsen reporting from March 2026, U.S. fans consumed 46 billion minutes of women’s sports in 2025, a landmark that underscores why major federations are professionalizing their broadcast outputs. These EBU guidelines closely mirror initiatives from the International Olympic Committee (IOC). Per Olympics.com in May 2024, the IOC updated its 'Portrayal Guidelines' ahead of Paris 2024 to specifically address unconscious bias in camera angles, such as excessive close-ups that focus on looks rather than athletic performance.

At the Paris 2024 Games, the Olympic Broadcasting Services (OBS) actively implemented these protocols by hiring approximately 35 female commentators to balance the editorial voice and urging camera operators to treat male and female athletes with visual parity. According to figures from SVG Europe in June 2024, the EBU has also been experimenting with advanced production technology—including drones, cablecams, and monowheels—to modernize its 1,200 hours of track and field coverage. The 'Raising the Bar' initiative effectively bridges these technical innovations with editorial ethics.

The global shift toward respectful coverage is also driven by consumer demographics. Nielsen data from January 2026 indicates that younger cohorts, particularly the 18-34 demographic, are increasingly consuming sports via streaming platforms like Peacock and Tubi, where they expect production values to align with modern social standards. As major events like the Birmingham 2026 European Athletics Championships and the Milan 2026 Winter Olympics approach, broadcasters are likely to use these standardized guidelines to maintain viewer engagement and avoid the reputational risks associated with outdated filming practices.