The study of social responsibility (SR) of journalists (SRJ) in the expression of diversity is rightly viewed as a reaffirmation of the role of journalists in modern democracies (Muhlmann 2004). This issue affects all media actors as it includes questions concerning discrimination on the basis of ethnic and cultural background, sex, gender, sexual orientation and disability. There is a common understanding that sport and especially sports entertainment are cornerstones of today’s media-oriented society. However, matters related to SR, SRJ and SRM (social responsibility of media), considered as one ‘venue for public debate’ (Rabatel and Koren 2008), have not really been explored in relation to sports journalism (SRJ/S). The present chapter is intended to address the dearth of existing research on this theme.