JESS REUS
“You belong in sport - both on and off the field. Be confident, stay curious, and build a strong network of supportive peers and mentors.”
Meet Jess Reus, Head of Communications & Women’s Sport Lead at Redtorch, an independent Research & Creative Agency working to make sport more relevant. She is passionate about driving partnerships, with a key focus on women’s sport. This led to the creation of #SheMovesTheGame - an initiative that expands coverage of female athletes and highlights the women working in the sport and fitness industry. A lifelong sports enthusiast, Jess plays field hockey, tennis and padel tennis.
CHANGING THE NARRATIVE IN SPORT
“The story I want to tell with my journey in the sports industry is one of inclusion, resilience, and empowerment. Growing up, I was often told that sport wasn’t 'for girls' or that I was taking it too seriously, which left me feeling isolated. That same sense of exclusion can carry into the professional sports industry, where women still face challenges in being seen, heard, and valued.”
JESS’S JOURNEY IN SPORTS
“My journey in sports began as a passion rooted in my childhood. Growing up with two older brothers, my competitive spirit came out early. Over the years, I explored a wide range of sports, from gymnastics to horse riding, skiing to football. But field hockey truly captured my heart and became my main passion.
Watching the film Bend It Like Beckham had a huge influence on my perception of girls in sport. I’d played other sports at a high level, but football wasn’t on my radar.
It tells the story of a girl from a traditional Indian family who dreams of playing football, despite the cultural limitations placed on her. There’s one scene that has stayed with me to this day. She’s playing football in the park with her male friends, who mock her and tell her she’s not good enough. Then the music kicks in, and she nutmegs and dribbles around all of them, scoring a brilliant goal.
As a young girl, I was so inspired to see a girl stand out in what was seen as a male-dominated space. It lit a fire in me and I told my parents I wanted to play football. I went on to play at a high level, representing my county and even attending trials for Arsenal.
Sport has been a key theme in my life and it's what led me to it becoming my career. All I knew coming out of university was I wanted to work in sport, and here I am!”
REPRESENTATION OF WOMEN’S SPORTS AT PARIS OLYMPICS 2024
“Female athletes are still underrepresented and often misrepresented in sports media.
While there has been progress in showcasing their achievements, coverage often focuses on their appearance, personal lives, or off-field activities more than their athletic performance. This creates a narrative that diminishes their professionalism and impact.
I’d like to see significantly more coverage of women’s sports in the media. Redtorch’s recent Beautiful Data report, using data from Google News during Paris 2024, highlighted a clear imbalance: male events received 53% of coverage compared to just 47% for female events.
The disparity was even greater on social media platforms like TikTok and Instagram, where posts featuring male athletes accounted for 57% of the content, compared to only 43% for female athletes.
However, there’s an encouraging trend: despite being underrepresented, posts about female athletes generated stronger audience engagement - 53% of total engagements were on content featuring female athletes, versus 47% for male athletes.
This shows that female athletes and their stories resonate deeply with audiences, and it challenges the assumption that people are more interested in male athletes. It’s time for media outlets to recognise this demand and actively work to amplify the voices and achievements of women in sports.”
THE ILLONA MAHER EFFECT
“An example of positive media coverage that has significantly impacted women’s sports is Ilona Maher, the USA rugby player. Through her candid and charismatic presence on social media, she’s brought incredible light to women’s rugby and sports in general.
Her Sports Illustrated cover was particularly impactful, breaking barriers around body image and celebrating the strength and diversity of female athletes. Ilona’s authenticity and advocacy have inspired many, showing that women in sport can be powerful, relatable, and unapologetically themselves”.
SPORT IS FOR EVERYONE
“My hope is to change that narrative by showing that women belong - not just on the pitch but in every part of this industry. I want to inspire women to claim their space unapologetically and to create an environment where the next generation of girls doesn’t have to fight as hard to feel like they belong. The message I want to leave behind is that sports is for everyone, and the industry thrives when it reflects the diversity and passion of all its participants.”
BEAUTIFUL DATA REPORT
Redtorch’s "Beautiful Data" 2024 report analysed media coverage of male and female athletes during the Paris Olympics. It found a notable gender disparity in coverage but highlighted that posts featuring female athletes generated stronger engagement. This research calls for a more balanced media approach to better represent and engage audiences with women in sports. For full insights, read the full report here.
#SHEMOVESTHEGAME
She Moves The Game, aims to break barriers and celebrate women's achievements in sports. The program focuses on amplifying the voices of women both on and off the field, highlighting their skills, achievements, and roles in the sports industry. The initiative strives for global change, fostering equal opportunities and recognition for women in sports worldwide. Checkout the blog here
