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Australian cricket has traditionally been an exemplar of hyper-masculine sporting conservatism. However, cricket, as with a number of Australian sports, has recently introduced an elite women's league. Despite growth in participation and funding of women's cricket, it remains poorly understood at the elite level and particularly its fans. Drawing on the concept of gender-bland sexism (Musto et al., 2017), we investigate differences in fan engagement and perceptions of men's and women's cricket matches. Through a case study of Australian Women's Big Bash cricket team the ‘Sydney Sixers’, this chapter explores how women's cricket was experienced on match-day by fans, as well as perceptions of the value and quality of attending women's professional cricket. We first undertook participant observation at matches to understand how women's cricket was delivered, experienced and engaged with by fans. These observations informed a survey which was distributed to club members. Our findings suggest that there continue to be noticeable differences in the presentation of women's matches when compared to their male equivalents, providing evidence for the presence of gender-bland sexism in areas other than sports media.

The purpose of the chapter is to overview the sociological literature related to social media and digital technologies in sport, with particular attention to media representations, content production, and audience responses. The chapter examines how social media and digital technologies reproduce and challenge hegemonic representation strategies, while maintaining existing cultural norms in the industry. Further, the chapter evaluates how athletes and fans create digital communities to bring visibility to marginalized groups. Finally, the chapter considers the potential of digital media for social justice and advocacy.

The chapter synthesizes existing literature in sociology of sport, sport communication, and media studies to provide an assessment of the implications of social media and digital technologies for sport.

Scholarship on social media and digital technologies in sport has primarily focused on descriptive analyses. Sociological approaches provide a theoretical grounding for examining issues of power, inequality, and social justice in relation to media ideologies, production, and consumption.

The chapter identifies future areas of study, including a more robust engagement with theory and an expansion of methodological approaches.

The chapter provides an overview of the literature on social media and digital technologies in sport of nearly 80 scholarly publications. The chapter moves beyond focusing on patterns in content to consider how structures, journalistic practices, cultural norms, and audience interactions collectively shape ideologies about gender, race, sexuality, religion, and disability in the sport media industry.

Sport co-produces our notions of sex, gender and sexuality. Sport policies based on inclusion demand trans athletes become visible. This creates a problem within sport's hierarchical gender order, and trans athletes' bodies become comprehensible only through mobility from one sex/gender to the other – literally the embodiment of movement through a static gendered space.

In this chapter, we examine the contradictory expectations placed on trans athletes to be visible within heterosexist, white supremacist ‘regimes of looking’ (Fleetwood, 2011). Our purpose is twofold: (1) to critically examine the construction of transness through white racial frames and (2) to grapple with the inherent harmfulness of sport. We ask why trans people would want to participate in an institution that actively limits opportunities for expansive subjectivity, ultimately concluding that the potential for queer futures lies in the very construction of limits themselves. We forward a belief in what sport could be when intentionally created through queer world building. We highlight teams, leagues and spaces that have developed processes that work against dominant forms of medicolegal recognition and visibility politics.

This investigation's purpose is to compare coverage of the corporate social responsibility (CSR) behaviors of the National Women's Soccer League (NWSL) and Major League Soccer (MLS). The goals are (1) to extend CSR analyses beyond organizational reports and (2) to compare coverage of professional sports teams' CSR behaviors across genders.

Specifically, this quantitative content analysis compared local newspaper coverage of the socially responsible behaviors of the three NWSL and MLS teams owned and operated by the same organizations in Portland, Houston and Orlando.

The NWSL teams received significantly less and more negative coverage than the MLS teams. Moreover, the NWSL coverage was more individualistic, more focused on ethics and quoted individual team players more frequently, while the MLS coverage was more collective, focused on philanthropy and quoted team organization members more frequently.

Although intentionally based on a sample of six teams, this study's results suggest the biases in coverage of women's sports teams extend beyond the playing field to their corporate social responsibility behaviors, reporting and news coverage.

As one of the first studies to analyze media coverage of professional sports team's CSR activities and to compare their socially responsible behaviors across genders, the results provide compelling implications for CSR scholars and practitioners, especially in the sports industry.