Marla Lugert
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SportsSky Sports Halo: A ‘for the girls’ movement gone wrong
Sky Sports’ TikTok channel Halo was shut down just 72 hours after being launched, demonstrating major misjudgments around female viewership in sports. By relying on mainstream trends and “little sis” branding, Halo quickly reinforced the stereotypes around women and their relationship with sport, rather than shutting them down.
