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 slapped pink sparkly letters on videos, talked about “hot girl walks,” matcha, and posted shipping memes. Unsurprisingly, the backlash was swift and strong.
The Barbification of its sports coverage was called infantilizing, patronizing, sexist, and misogynistic. After just three days, Sky deleted all of Halo’s posts and announced it would be ceasing activity on the account.
Head of audience development and social media at Sky Sports, Andy Gill, posted on LinkedIn that he, “couldn’t be prouder and more excited about this launch. Proud, because this has been driven by the women in our team…” However, it seems hard to believe, considering the outcry from female sports fans, that Halo’s development was actually driven by the women at the company.
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