This chapter critically examines the sport media industrial complex and its role in reproducing racist, sexist, and exclusionary narratives, while tracing the emergence of user-led digital platforms as counter-hegemonic spaces for resistance. Drawing from feminist media studies, anti-racist theory, and sport sociology, it exposes how mainstream sport media marginalizes racialized and gendered bodies, particularly Black women, through symbolic annihilation and reductive portrayals. It explores how fandom, often framed as apolitical, is deeply ideological, structured by race, gender, and class hierarchies. While digital tools have enabled marginalized fans and athletes to challenge these dominant narratives, they also replicate forms of exclusion. An introduction to feminist sports media as a critical field that theorizes these tensions, with Black Girl Hockey Club (BGHC) exemplifying how digital activism, fandom, and Black feminist praxis converge to resist institutional injustice and reimagine cultural citizenship in sport. Ultimately, it underscores that equity in sport media requires not only representational change, but also structural, epistemological, and affective transformation.