The London 2012 Olympic Games were widely reported as the ‘Women's Games’ but was this reflected in the photographic representation in British print media? This study focused upon photographic representation of athletes in the British print media during the London 2012 Olympic Games. The original dimension of this investigation is the triangulation of gender with location, position and camera angle of photos. From a feminist perspective, content analysis was used to compare the amount and prominence of the coverage devoted to female and male athletes and photographs during the Games findings indicate that media coverage of female athletes continues to lag behind that of male athletes in quantity of photos. However, there are signs of increased gender equality in the location, page prominence and camera angle of photos of sportswomen compared to previous studies on the media representation of female athletes at Olympic Games.