The article is devoted to the exploration of feminist discourse within the realm of sports journalism, analyzing how language and media representation shape and challenge gender norms in the coverage of athletes.The work examines the linguistic and pragmatic strategies used in sports journalism to reinforce or dismantle gender stereotypes, with an emphasis on promoting equality and inclusivity.Particular attention is paid to the combination of feminist theory and media communication, as well as the influence of lexical choice, metaphors, syntactic structures and framing techniques on the representation of female athletes and non-binary individuals in sport.The relevance of this topic is due to the importance of feminist discourse as a special type of communication aimed at eliminating patriarchal language norms that emphasise traditional gender roles rather than sports performance in media.It highlights how language in sports journalism serves as a powerful tool for shaping gender perceptions through the use of images and narrative structures that help eliminate bias.The article examines how these linguistic strategies have a direct impact on the development of the gender equality movement in the sports media sphere.The scientific novelty of the study lies in a comprehensive analysis of feminist discursive strategies common to sports journalism, a field traditionally dominated by masculine narratives.Examining real-life examples from major media sources and international sporting events, the paper reveals both problematic practices and progressive changes in the industry.It also contributes to the broader discourse on gender and media suggesting effective linguistic strategies such as neutral terminology, active constructions and inclusive framing, that can transform sports journalism into a more equitable media space.The study establishes a new framework for feminist linguistic activism in sports media that contributes to the deconstruction of gender stereotypes and the formation of narratives that promote equality and visibility of underrepresented gender identities.