"In a statement posted on social media on Saturday night, the broadcaster admitted that it "didn't get it right" and that it would be "stopping all activity" on the account. The channel, which was only announced on Thursday, was touted by the broadcaster as an "inclusive, dedicated platform for women to enjoy and explore content from all sports, while amplifying female voices and perspectives.""
"However, many on social media criticised the "little sister" account, which talked about "hot girl walks", matcha and Labubu toys in its content. At its inception, Sky said Halo's aim was "to build a welcoming community for female fans, whether casual or committed, through fun, trend-led, and relatable content". That content included one TikTok post referencing a Formula 1 scandal titled "Explaining 2008 Crashgate in girl terms" written in pink glowing text alongside pink nail polish emojis."
"Viewers argued the posts were "infantilising" and undermined the work done over the past few years to put women's sport in the spotlight. "One step forwards, 50 years back", one person put it. GirlsontheBall, a prominent platform covering women's football, voiced its frustrations saying on X they could not "imagine this is what women sports fans want". "Have many thoughts which I will get to when not under a mountain of writing but all I can ask is why?"
Sky Sports launched a female-focused TikTok channel, Halo, promoted as an inclusive platform to amplify female voices across sport. The account posted trend-led content referencing items like matcha, toys and "hot girl walks," and used pink-themed creative framing for a Formula 1 scandal. Many viewers criticised the tone as patronising and infantilising, arguing it undermined recent progress in promoting women's sport. Prominent women's football platforms publicly rejected the approach and questioned the branding and premise. Sky acknowledged the mistake, said it "didn't get it right," and announced it would stop all activity on the Halo account.
Read at www.bbc.com
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