Key Highlights
- Sky Sports scrapped its new female-focused TikTok channel, Halo, after only three days due to public criticism.
- The channel was launched with the aim of creating a space for female fans but faced accusations of being sexist and patronising.
- Critics argued that the content was infantilising and undermined progress made in women’s sports representation.
- Sky Sports acknowledged that it “didn’t get it right” and promised to learn from the experience, stopping all activity on the account.
The Rise and Fall of Halo: A Female-Focused TikTok Channel
Just three days after its launch, Sky Sports had to axe a new female-focused TikTok channel called Halo. The decision came in response to widespread backlash online, with many users criticising the content as being patronising and sexist.
Aims and Initiatives: Aiming for Inclusivity
Sky Sports initially announced Halo as an “inclusive, dedicated platform for women to enjoy and explore content from all sports,” aiming to build a welcoming community for female fans. The channel was intended to offer fun, trend-led, and relatable content designed to engage a diverse audience of casual and committed sports enthusiasts.
Content Controversy: A Mix of Sports and Lifestyle
The backlash began with one of Halo’s first posts, which combined a clip from Manchester City players Rayan Cherki and Erling Haaland scoring against Bournemouth, captioned “How the matcha + hot girl walk combo hits.” Critics argued that such content was infantilising and undermined efforts to elevate women’s sports representation.
“We’ve spent the last 50 years trying to come away from the stereotypes around women’s sport, and trying to make women’s sport seen as an entity in itself rather than just as an extension of what men can do,” said Emily Trees, a 23-year-old criticising the channel. “We deserve our own space, something that’s ours. We don’t need to be the ‘little sister’ to anyone.”
GirlsontheBall, a prominent platform covering women’s football, also voiced its frustrations on X, stating they could not “imagine this is what women sports fans want.” The criticism extended beyond content, with some arguing that Halo was one of the worst concepts ever seen.
Sky Sports’ Response: Acknowledging Mistakes and Moving On
Despite initial excitement, Sky Sports had to face reality when faced with public backlash. Andy Gill, head of social media and audience development at Sky Sports, expressed initial pride in the launch but acknowledged that they “didn’t get it right.” By Saturday night, all but two posts on the Halo account had been deleted.
In a statement posted on social media, Sky Sports acknowledged its failure: “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.” The broadcaster promised to learn from the experience and remain committed to creating spaces where all fans feel included and inspired.
The decision to discontinue Halo highlights the ongoing challenges in digital content creation, especially when targeting specific demographics. Sky Sports’ misstep serves as a cautionary tale for other broadcasters navigating the delicate balance between inclusivity and respect in their online presence.
