Women’s sports do not provide the same economic incentives for media coverage as men’s.  Media coverage is dependent on one crucial factor: financial incentive. The journalism industry is hugely competitive and media companies constantly have to compete with rivals for viewers and numbers of papers and magazines sold, often just in order to survive. [1] This is important for two reasons. Firstly because more sales obviously means more revenue, and secondly because the volume of sales or viewers attracts more money from advertisers and sponsors who want to maximise the exposure of their adverts to the general public. Therefore, for media companies to prosper, they must cover subjects that are most popular and likely to receive most attention by the public.  Given the difference in popularity between women and men’s sport, media companies have to focus on men’s sporting events as that will largely enable them to compete with rivals and secure greater revenue.  [1] Creedon, Pamela J.: “Women, Sport, and Media Institutions: Issues in Sports Journalism and Marketing”, taken from Media Sport, Wenner, Lawrence A. (ed), Routledge, 1998.