This paper examines the relationship between women’s sports and sports journalism. It studies magazine journalism, photo-journalism, and sports broadcasting and the relationship to women’s sports and to fashion and beauty standards, in their historical context, to examine their relationship to women’s sports and to fashion and beauty standards. Particular attention is paid to the evolution of one magazine, which started off as ‘womenSports’ in 1974 but is now known as ‘Women’s Sport and Fitness’, emphasizing the changing editorial slant of the publication. The paper concludes that this experience is typical of the relationship between women’s sports and sports journalism in general, because advertisers ultimately won control over the editorial policy of the magazine. The economic pressures that have forced this ideological shift are also transforming the composition of women’s sports. Finally, women who are writing about women writers face many of the same challenges and criticisms that are levelled at male sportswriters. This is because sports journalism is still tied to a value system that is inherited from the nineteenth century, a system which is still tied to images of masculinity in sports.