Abstract

This article examines the role of racialized and stereotypical media representations in shaping perceptions of Black and Afro-descendant athletes, focusing on the case of Basque soccer player Iñaki Williams at Athletic Club Bilbao. Through a content analysis of ninety-eight reports from the Basque newspaper El Correo and Madrid-based sports magazine Marca, the study reveals a recurring use of racialized metaphors, such as the term “black pearl,” which highlights Williams’ racial otherness compared to the White status quo in the Basque Country and Spain. Metaphors like these emphasize racial otherness and ignore the historical exploitation of Black people in colonial contexts. In addition, comparisons with other Black athletes based on a shared black skin color reinforce a homogenized view of Black athletes, disregarding the complexities of individual identity and their unique Afro experiences. Ultimately, the study demonstrates that racialized reporting prevents Black and Afro-descendant athletes from being embraced as national identity figures, as their race disrupts the national self-image, which is predominantly constructed around whiteness. In addition, the article shows that regional media discourses can influence national reporting, creating a cycle of racialized and stereotypical rhetoric that marginalizes Black and Afro-descendant individuals, who ultimately suffer from racism and exclusion. The findings underscore the need for critical reflection and inclusive media practices to challenge exclusionary narratives and promote a more equitable representation of diversity in Spanish sports.