Where digitisation of a monolithic legacy sports media tends to focus on click bait and sensationalist headlines, featuring predominantly men’s elite sports, this chapter examines the ‘counter cultural’ response from fans, freelancers and self-made content creators and their development of independent platforms. These alternative spaces have emerged through advancements in production and publication technologies and open access to self-publishing through blogs, websites, podcasts, newsletters and curated social media content (Duncan, The Digital World of Sport: The Impact of Emerging Media on Sports News. Information and Journalism, Anthem Press, 2020). They commonly feature long form literary sports journalism and with it an exponential growth in women’s sport coverage and woman and gender diverse folk entering the literary sports journalism field in ways rarely seen before. This intersectional approach to writing about aspects of the sport is providing more voices and representation in sports storytelling that are challenging the status quo of sports media (Symons et al., 2022). These trends are important to examine to understand the diverse and different audiences consuming women’s sports media and how different approaches to sports storytelling can lead to more inclusive sporting cultures.