Sport holds a prominent position as one of the main topics frequently covered in the media of our country, particularly in newspapers. The aim of this study was to investigate the coverage of sport articles in the Bekur newspaper. This newspaper was chosen due to its wide readership, with 10 thousand copies distributed weekly, and its historical significance as the first regional newspaper in the media history of Ethiopia. The research utilized quantitative content analysis to collect data from the analyzed newspaper, along with conducting in-depth interviews with a sport journalist and a sport editor from the newspaper. A sample of 50 sport articles was examined. The quantitative analysis revealed that the sports column of the newspaper predominantly focused on soccer, sportsmen, international sports, and related topics. However, the coverage of political, social, economic, and health aspects of sports, as well as issues related to sports facilities, was limited. Additionally, the majority of sport stories in the newspaper lacked proper sourcing. The interviews provided insights into the challenges faced by journalists, such as the lack of updated sport rules, regulations, and a centralized information hub, which adversely affected the acquisition of information for in-depth reporting and the support of regional and national sports. Based on the findings, this study recommends promoting equitable coverage for both genders and all types of sports. It suggests offering comprehensive sport reports that encompass political, economic, social, and health aspects, as well as ensuring proper attribution of sources to establish trust. Furthermore, organizing professional training programs to enhance the capacity of sport journalists and fostering strong relationships with sports stakeholders are suggested to support progress in the sector. By adopting these recommendations, the promotion of sports and overall development of the sector can be achieved.