Sky Sports has pulled the plug on its new female-focused TikTok channel, Halo, just three days after its launch, following a wave of criticism describing it as “patronising” and “sexist.”
Channel Aimed to Amplify Female Voices
Halo was unveiled on Thursday with promises of being an “inclusive” space dedicated to elevating women’s perspectives in sports.
The broadcaster even branded it as the “lil sis” of Sky Sports, targeting a younger, female audience with youth-oriented content.
Social Media Users Reject the Approach
However, viewers were quick to voice their disappointment.
The content, which included pink text, heart emojis, references to “hot girl walks,” matcha, and Barbies, was widely mocked as tone-deaf.
Critics also pointed out that despite being aimed at women, nearly half of the first 11 videos featured male athletes.
Swift U-Turn by Sky Sports
By Saturday, Sky had removed most of the posts and announced: “We didn’t get it right and as a result we’re stopping all activity on this account.”
The broadcaster acknowledged the misstep and committed to learning from the experience.
Experts and Fans Call Out Missteps
Platforms covering women’s football were vocal.
Girls on the Ball criticized the pink branding and the tone of the content, while She Kicks described some posts as “strange,” particularly one referencing Arsenal fan Zohran Mamdani.
Social media users were equally critical, calling the channel “condescending” and “unbelievably sexist,” noting that women don’t need a dumbed-down version of sports to enjoy content online.
One clip featuring Manchester City players Rayan Cherki and Erling Haaland was singled out as especially patronising.
Sky Responds to Criticism
Andy Gill, head of social media at Sky Sports, had initially expressed pride in Halo’s launch on LinkedIn, noting the initiative was “driven by women on the team.”
After the backlash, Sky said they intended to create a welcoming space for young female sports fans but admitted, “We didn’t get it right.
We’re learning and remain committed to creating spaces where fans feel included and inspired.”
Analysts Call It a Marketing Misfire
Sports marketing expert Alex Ross called Halo “a complete disaster,” noting that it alienated the very audience it sought to attract.
Nick King, another advisor, joked that the launch felt like a throwback to the 1970s.
Fans Welcome the End of Halo
The removal of the channel was celebrated by some fans, who humorously compared Halo’s short lifespan to that of the European Super League or a weekend football international break.
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