Why don’t people know who Sarah Storey is despite her 19 gold medals?

In the United Kingdom, Dame Sarah Storey, the most-decorated Paralympian with 19 gold medals, has voiced her concerns about the visibility of para-sport, particularly following her fourth nomination for the BBC's Sports Personality of the Year award. Despite her impressive achievements, including four gold medals won in just 24 days in September 2024, she remains largely unknown to the public outside her sport due to inadequate coverage in the media. This lack of visibility presents significant challenges for para-athletes, as it hampers their ability to gain recognition and support. Storey highlighted that crucial media attention is lacking between the Paralympic Games, contributing to a cycle of obscurity for para-sport athletes. Sarah not only aims for more media exposure to elevate the status of para-sport but also places some blame on the Union Cycliste Internationale (UCI) for the struggles faced by para cycling. She points out that infrastructure for coverage, such as commentators and proper presentation at events, is necessary for bringing para-cycling to a wider audience. Although there was some progress observed during the World Championships in Zurich, where para cycling received media coverage as part of a larger event, Storey argues this is an exception rather than the rule. The disparity in coverage has a direct impact on funding and sponsorship opportunities, which are critical for athletes' professional growth and the overall development of para sports. Storey expressed her hope that better coverage would foster narratives and recognition for para-athletes, ultimately leading to a more informed audience. Furthermore, she underscored the need for the sports community and media to actively bridge the gaps in representation and support for para athletes between Games to cultivate public interest. Additionally, Storey's participation in reality programming like 'Dancing on Ice' reflects her desire to reach a broader audience and build her profile beyond competitive cycling. However, injuries and public perceptions pose challenges, as evidenced by comments made following her withdrawal from the show. Storey emphasized that it's essential for the public and media to engage with and showcase para-athletes more comprehensively to ensure their narratives are recognized and appreciated during their athletic careers.