Key Highlights
- Sky Sports launches new TikTok account ‘Sky Sports Halo’ targeting female sports fans.
- The account has been criticized for its branding and tone, labeled as patronizing by some users.
- Content of the first few videos includes themes like “Sincaraz core” and featuring male athletes.
- Sky Sports defended their initiative but faced backlash on social media platforms.
Sky Sports’ New TikTok Account Sparks Controversy Among Female Fans
On November 13, 2025, Sky Sports made a significant move into the digital realm by launching a new female-targeted sports account on TikTok named ‘Sky Sports Halo.’ This initiative aimed to champion female athletes and engage with a broader audience of female sports fans. However, the response from social media users was overwhelmingly negative, with many perceiving it as patronizing and outdated.
Branding and Content Criticized
The new account’s branding and content have drawn criticism for their superficial approach to engaging female audiences. One of the videos follows a “Sincaraz core” theme, celebrating the ‘bromance’ between tennis stars Carlos Alcaraz and Jannik Sinner—a topic that some felt was irrelevant to the primary objective of promoting women’s sports.
Another video features Manchester City forward Bunny Shaw and India’s victory in the Women’s Cricket World Cup. However, these videos have been overshadowed by content that many users found patronizing or trivial. For instance, one video describes a match as “How the matcha + hot girl walk combo hits,” which some perceive as unnecessary and demeaning.
Reactions on Social Media
The reaction to ‘Sky Sports Halo’ was initially mixed but quickly turned critical. While some accounts expressed excitement about the new channel, many users voiced their disappointment with the content’s tone and approach. One user tweeted, “One of the most insanely patronising and misogynistic activations I’ve seen from a brand.” Another added, “Great promotional work!
Completely undermining women’s sports before you’ve even started! Embarrassing.”
Sky Sports’ Response
In response to the criticism, Sky Sports defended their initiative. They stated in a social media post that ‘Sky Sports Halo’ is “A new TikTok channel created specifically for female sports fans.” However, they have also acknowledged that some of the content may not meet expectations, as evidenced by their statement: “Can’t believe you brought that kind of energy.”
Despite the backlash, Sky Sports remains committed to promoting women’s sports. A spokesperson for the company stated, “We are here for the culture, community and connection.
We don’t just watch sports – we live it.” However, the controversy highlights the ongoing challenge for brands in navigating gender dynamics and ensuring their marketing strategies resonate with diverse audiences.
The incident underscores the delicate balance between engaging female sports fans and avoiding stereotypes or missteps that could alienate a significant portion of their target audience. As the conversation continues on social media platforms, Sky Sports will need to carefully consider its strategy moving forward to ensure it aligns with the evolving expectations of modern audiences.
