Gender equality
in sport
With the ‘Klischeefrei im Sport – no stereotypes’ project, we are working together with everyone involved to promote a stereotype-free sports culture in order to sustainably strengthen the development opportunities and participation of people of all genders in (elite) sports.
Our vision
A sports culture free of gender stereotypes
Our mission
Sport is of great importance to society as a whole, conveys values such as tolerance and fairness and connects people. However, there are clear differences in terms of gender participation in (elite) sports and other structural inequalities. We support people involved in sports in shaping a culture of sports that is free of stereotypes. Our service uses facts and figures to help raise awareness of inequalities in sports. We help role models and positive examples to become more visible and encourage commitment to (gender) diversity. To promote equal opportunities, we support the discourse on change processes, both in social media and through events. With #nostereotypes, we contribute to a positive sense of unity in sport and in society.
Target groups
With ‘Klischeefrei im Sport’, we are developing our programme together with and for the German sports associations. We are working together closely with the German Olympic Sports Confederation (DOSB) and the German Football Association (DFB).
Our aim is to provide media professionals and journalists with facts and figures in order to promote stereotype-free and gender-equitable reporting.
We make role models visible and want to win over all sports enthusiasts and committed people to the #nostereotypes message.
What we do specifically
- Workshops: We organise workshops and participate in panel discussions to support sports associations and clubs and sensitise them to a gender-equitable sports culture.
- Consultancy: We advise sports associations and clubs on topics relating to gender equality in sport.
- Networking: At events, we network with relevant stakeholders in order to work together for a sports culture free of stereotypes.
- Network maintenance: We are constantly expanding our network and actively integrating it into events, press enquiries and co-operation with other partners in order to grow successfully together. We see our ‘Food for thought’ section as a networking platform.
- Information material: We develop information material on topics relevant to associations and clubs, such as Equal Play, to inform associations and clubs about the importance of gender equality.
- Sensitise: We raise awareness with facts and figures for a cliché-free sports culture on Instagram and LinkedIn.
- Qualification programme: In close cooperation with the DOSB and DFB, we have designed a free e-learning course.
- Media visibility: We provide information about the importance of the visibility of female athletes in the media and thus promote balanced and gender-equitable reporting.
- Social Media: By means of our channels on Instagram and LinkedIn, we regularly provide information about stereotype-free reporting and sensitise our followers to the topic.
- Strong network: Through our co-operation with the German Olympic Sports Confederation (DOSB), the German Football Association (DFB) and our supporting organisation Competence Centre for Technology, Diversity and Equal Opportunities (kompetenzz), we have a wide-reaching network at our disposal,enabling us to focus specifically on topics such as gender-equitable reporting to draw attention to issues such as gender-equitable reporting.
- Food for thought: In our ‘Food for thought’ section, we offer a platform to showcase good examples of a cliché-free sports culture, including in the media.
- Expert knowledge: We are available as experts for stereotype-free reporting and support the media with press enquiries.
- Together: We are committed to spreading the message #nostereotypes with a positive sense of togetherness.
- Information and entertainment: On our social media platforms such as Instagram, we entertain and inform with various formats around a cliché-free sports culture to reach committed people and sports enthusiasts, give tips and spread #nostereotypes.
- Facts and figures: In our ‘Factsheets’ section, we present important facts on various topics in a simple and clear way.
- Networking: On LinkedIn we network with everyone who is interested in equal opportunities in sport and share important information, role models, events and news.
- Role models: In our ‘Voices’ section, we create visibility for role models in sport who stand for gender equality and inspire people.
- Food for thought: In the ‘Food for thought‘ section, we offer a platform for the presentation, imitation and networking of good examples.
‘Klischeefrei im Sport – no stereotypes’ is funded by the Federal Ministry for Education, Family Affairs, Senior Citizens, Women and Youth.
Project duration: 1 March 2023 to 31 October 2025