Sky Sports has scrapped its female-targeted TikTok channel Halo just three days after its launch, following a backlash over content deemed patronising and sexist. The channel, described as the 'lil sis' of Sky Sports, was intended to attract young female sports fans but faced immediate criticism for posts featuring pink hearts, references to matcha, Barbie, and 'hot girl walks'.
The launch post, now deleted, stated: 'We're about ALL sports and championing female athletes. We're here for the culture, community and connection. We don't just watch sports – we live it.' However, critics noted that five of the first 11 videos featured male sports stars, contradicting the channel's stated focus on female athletes.
Sky Sports initially defended the channel but performed a U-turn on Saturday, posting on X: 'Our intention for Halo was to create a space alongside our existing channel for new, young, female fans. We've listened. We didn't get it right. As a result we're stopping all activity on this account. We're learning and remain as committed as ever to creating spaces where fans feel included and inspired.'
The women's football website GirlsontheBall criticised the branding and copy, while She Kicks magazine described some posts as 'strange'. One heavily criticised TikTok post showed Manchester City players with the caption 'How the matcha + hot girl walk combo hits', which a commenter called 'one of the most insanely patronising and misogynistic activations'.
The swift removal of Halo was welcomed by women's sports fans, with some noting its shorter lifespan than the European Super League. One commenter wrote: 'Halo has passed away. RIP u will live on forever.'
