Public discussion about equality in sports increased in the Finnish press during the 1970s. This was related to the general development of equality that was noticeable in many areas of society over the next couple of decades. At the same time, women's international competitive success improved, and together with the publicity, it created a positive cycle towards a more equal future. Commercialism also increased in sports, and one growing negative trend associated with it was the rise of appearance-focused sports journalism. This topic is explored in an article by Seppo Heikkinen and Heidi Kurvinen, published in the journal Sukupuolentutkimus in October 2024.