This study examined the difference in reporting of women and men in cross-country skiing during three years of Tour de Ski (2017/2018, 2018/2019 and 2019/2020). The media that were compared was the Swedish public service media Sveriges Television (SVT) and the commercial media Aftonbladet, with a total sample of 350 digital articles. The purpose of the study was to find out how equal the coverage of men and women in the two media companies were. A content analysis was used to make sure the three chosen research questions could be answered. The two theories that this study was based upon were gender theory and the agenda setting theory.  Results from the analysis showed that more articles in both media companies focused on female athletes. SVT focused on female athletes in 46,30 % of their articles and on male athletes only in 40,74 % and the gap was even bigger in Aftonbladet. However, men were more often used as sources in the articles. When examining text length it was clear that the articles had similar length regardless of who the text focused on, but SVT tended to write longer when male athletes were in focus. There was also an examination on how the coverage changed over the three years. Results showed female athletes got more space each year and male athletes less. The study also contains a discussion about the connection between the gender of the writer and the content in the articles. The gender of the writer did not play a significant role in how the competition was reported. Most of the results were similar whoever wrote it, but in the public service media SVT, female writers tended to let more female athletes speak than male writers did. Results showed that the public service media SVT reported more equal than Aftonbladet in the coverage of Tour de Ski, especially in the use of sources.

This diploma thesis is divided into a theoretical part and a practical one. The theoretical part deals with the characteristics of sport events and presents the International Ski Federation FIS, including its structure, and marketing and technical concept of the races in the FIS Tour de Ski. The introduction to the practical part focuses on the history of cross-country skiing, the structure of the most important cross-country races in the world, and presents the town of Nove Mesto na Morave and the race Golden Ski. Then follows the description of the allocation process of the World Cup race and possibilities of its abolition. The main part of the diploma thesis is a detailed analysis of the Golden Ski race in the Tour de Ski. The analysis deals with the topics related to the organizing committee, technical support, scoring, invitations, accreditation, accommodation, marketing, transportation, and accompanying program of Golden Ski. The thesis concludes with financial background and short mention of Slavic Cup.