British Gymnastics has announced a formal partnership with Getty Images to redefine the visual representation of women and girls within the sport. Launched under the ‘She Leaps’ initiative, the project aims to align the sport’s commercial and media output with contemporary Governance standards, moving away from “outdated ideals” toward an aesthetic focused on athleticism and skill.
Strategic Brand Positioning and Stakeholder ROI
The partnership is framed as a response to Getty Images’ VisualGPS research, which indicates that 70 per cent of global sports fans prefer depictions of female athletes that emphasise technical proficiency over aesthetic appeal. For the National Governing Body (NGB), this represents a calculated effort to de-risk the sport’s image for blue-chip sponsors who are increasingly sensitive to Diversity and Inclusion (D&I) metrics and safeguarding reputations.
By engaging elite athletes, the coaching workforce, and the recreational community through workshops, British Gymnastics is seeking to create a “blueprint” for future content. This move toward authentic representation is designed to lower barriers to entry for new members and ensure the long-term sustainability of a sport where the vast majority of the Secretariat, workforce, and participants are female.
Institutional Guidance and Commercial Value
The collaboration will leverage Getty Images’ established Women & Girls in Sport Guidelines to produce practical creative directives for media companies and brand partners. This alignment between a professional body and a global visual authority highlights the growing importance of “visual governance” in the Membership Sector.
Claire Murray, Head of Strategic Content & Campaigns at British Gymnastics, noted the structural impact of imagery:
“Imagery in sport is powerful, it can be inspiring but also act as a barrier if certain stereotypes are reinforced, which can prevent women and girls from feeling like they belong in sport. We want to ensure gymnastics is a place where all feel welcome, safe and supported and where young females can thrive – not having to worry about conforming to out of date ideals of who can be a gymnast.”
Jacqueline Bourke, Senior Director of Creative EMEA at Getty Images, emphasised the link between representation and market value:
“At Getty Images, we work closely with sports organisations to help them understand how imagery shapes perception, opportunity, connection and commercial value. Challenging stereotypes around women and girls in sport is central to that mission… turning this insight into practical creative guidance.”
