"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 Sport, Andy Gill, posted on LinkedIn that he, "couldn't be prouder and more excited about this launch."
Sky Sports launched a TikTok channel called Halo specifically marketed to women but populated the account with stereotypical, trivial content rather than coverage of women's sport. Videos featured pink sparkly lettering, references to "hot girl walks," matcha, and shipping memes instead of elevating female athletes or voices in a male-dominated industry. The content was widely criticized as infantilizing, patronizing, sexist, and misogynistic. After intense backlash, Sky deleted all Halo posts and paused activity on the account within three days. A senior Sky social media executive publicly celebrated the launch as driven by women, a claim many female fans questioned.
Read at The Verge
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