This research examines the media portrayal of sports cheerleaders in Croatia from a feminist and post-feminist perspective. The analysis aims to reveal how the media sexualizes and 50 objectifies women, and how such representations affect the perception of women in sports and wider society. Post-feminism is used as a theoretical framework for understanding the complex dynamics of gender equality and the portrayal of women in the media. Throughout history, portrayals of women in sports media have often been characterized by gender stereotypes. Early representations focused on the appearance and sexuality of women, often portraying them as objects of male desire. However, there have been some changes in the representations over time, although many negative patterns are still present. Post-feminist theory emphasizes the paradoxical aspects of the empowerment and trivialization of women in the media. Although post-feminism acknowledges progress in gender equality, it points out that many depictions of women are still colored by sexualization and objectification. These depictions often encourage individualism and consumerism, which can lead to self- promotion and superficial empowerment of women. Despite the negative portrayals, there are also examples of activism and alternative representations that seek to provide positive role models and empower women. Visibility campaigns and diverse voices can help change perceptions and advance gender equality in sport. This research highlights the need for change in the media's portrayal of women in sports. Media houses should adopt ethical guidelines that promote equal and impartial reporting. Education of journalists on gender sensitivity and continuous research can contribute to creating positive changes and improving gender equality in sports.