US EditionControversial Sky Sports Halo channel stopped in its tracks
Sky Sports removed its 'lil sis' branded TikTok channel aimed at women after backlash calling it sexist and patronising, despite being run by a female team.
- On Thursday, Sky Sports launched Sky Sports Halo on TikTok and binned it after three days following extensive online backlash.
- Branded as the `lil sis` of Sky Sports, Sky Sports Halo targeted female sports fans but faced criticism for pink, culture-led branding seen as segregating women.
- Among the posts were `Explaining 2008 Crashgate in girl terms`, `hot girl walk` captions, a `doll` celebration, and an interview with Lissie Mackintosh, Formula 1 content producer; Halo was run by an entirely female production team.
- Sky Sports responded that `Our intention for Halo was to create a space...` and announced it was stopping activity after Saturday's backlash, despite Andy Gill's initial defence.
- The backlash, amplified by Sky Sports' large TikTok presence of 2 billion views and 167 million engagements, sparked debate as critics argued the move risked undermining progress on women’s sport.
35 Articles
35 Articles
Sky Sports ditches new women’s TikTok account after viewers brand it ‘sexist’ and ‘patronizing’
Subscription TV company Sky Sports has scrapped its new TikTok account targeting female sports fans after just three days, after the style and tone of its videos faced backlash.
British sports channel Sky Sports has found itself at the center of a storm after launching a new online platform, "Halo." The channel aimed to attract female sports fans with "Halo," using pink text and glitter in its videos. "I can't imagine this is what female sports fans want," it said on social media. After two days, Sky Sports took the channel offline.
Sky Sports killed off its female-focused Halo brand after just three days
Girls like pink and peach, right? That Sky Sports felt the need to launch a TikTok channel specifically marketed towards women and billed as its “lil sis” was questionable enough. But once people got a taste of the content on Halo, it was clear the company had absolutely no idea what it was doing. Halo didn’t focus on women’s sports, nor did it seem to be doing a good job of elevating female voices in a male-dominated business. Instead, it slap…
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