Women's Soccer
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Sky Sports has axed its new female-focussed brand Halo just three days after launch, following fierce criticism of the “patronising” TikTok channel.
Sky announced on Saturday that it would cease activity on the social page, which the broadcaster had dubbed its ‘lil sis’, and accepted that the concept was misjudged.
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In an Instagram post that had been viewed more than 150,000 times by Saturday evening, Sky said: “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.”
Halo was under pressure from the off after launching three days earlier with the message: “Introducing Sky Sports Halo – the lil sis of Sky Sports. A new TikTok channel created specifically for female sports fans. 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.”
The broadcaster immediately faced accusations of being “patronising”, and the tone and content of the posts prompted further criticism.
One clip referenced New York mayor-elect Zohran Mamdani’s recent praise for Sky News and support for Arsenal with the caption: “Thinking about Zohran Mamdani rizzing us and Arsenal up.”
Other videos featured love hearts, pink text and made references to matcha lattes, Labubu toys and “hot girl walks”.
Criticism of the channel mounted at the end of last week, with social media users dubbing it “cringe”, as well as “sexist” and “degrading”.
There was also criticism that five of the first 11 videos posted were about male athletes, although there was a push to promote women’s sport – with the account livestreaming England against New Zealand in the Vitality Netball International Series on Saturday.
The initial TikTok post was deleted after comments were turned off.
GirlsOnTheBall, a leading website and social platform covering women’s football, posted on X: “…all I can ask is why? The branding (one day can we please be past the pink/peach stage?!), the premise, the copy… Can’t imagine this is what women sports fans want and taking a brief look at the comments it seems like we’re not alone”.
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Dan Kilpatrick is a Deputy News Editor for The Athletic, joining the company in 2025. Previously he was the chief football correspondent for the Evening Standard and Tottenham correspondent for ESPN FC.