At the Olympics and beyond, women’s sports media outlets are writing their own playbooks

February 18, 2026

Veteran sports columnist Christine Brennan remembers when male colleagues used to laugh at her for insisting on covering women’s sports back in the 1990s.

“It was absolutely infuriating to me,” said Brennan, a best-selling author who served as the first president of the Association for Women in Sports Media.

Now? Entire media outlets dedicated to centering women’s sports are springing up, growing rapidly and tackling coverage themselves, including in the 2026 Milan Cortina Olympics.

Alongside the historic growth of women’s sports, the women’s sports media ecosystem is likewise flourishing, and outlets like TOGETHXR, The GIST, Just Women’s Sports, The IX Sports, GOALS and Good Game with Sarah Spain are expanding their reach. AP News