Abstract
In July 2021, the International Handball Federation (IHF) faced a global public relations crisis following the European Handball Federation’s decision to fine Norway’s women’s beach handball team for wearing shorts, rather than the required bikini bottoms, during their bronze medal match at the European Championships. The fine led to intense scrutiny of the IHF’s uniform code, underscoring the policy’s overt sexualization of the sport’s female athletes. This case study suggests the IHF’s response to Norway’s fine, and to their own policy, failed to account for changing audience perceptions of female athletes and their empowerment, damaging the IHF’s legitimacy and reputation.
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