Last Thursday (Nov 13), Sky Sports launched Halo, a TikTok account described as its “lil sis” – a platform aimed at female sports fans and intended to “provide an inclusive, dedicated platform for women to enjoy.”
But just days after its launch, the channel has been axed after widespread criticism. Many viewers found the posts patronising, leaning on trend-driven language and stereotypes that implied women needed simplified, ‘dumbed-down’ content to engage with sport.
Critics also noted that Halo focused heavily on male-dominated sported, contradicting its stated mission to create a space centred on women’s experiences.
The backlash reflects a broader frustration: what could have been a genuine opportunity to build a welcoming community for female sports fans instead reinforced the very misconceptions it claimed to challenge.
Many took to X to express their views:
The backlash around Halo highlights a persistent issue in sports marketing: many brands still rely on outdated assumptions about what female fans want. The way Halo leaned on trends and simplified language reignited fears that even well-resourced organisations sometimes treat women’s sports content as an afterthought.
When major broadcasters such as Sky make mistakes like this, it creates barriers and setbacks in an industry which still has to fight for equality. Sky Sports did issue an apology, but it cannot suffice the damage that has already been done.
Ultimately, the Halo controversy reveals growing demand for authenticity in women’s sports marketing. As audiences become more vocal, brands must work with women themselves to produce content that reflects the reality of women’s sport.
Positive intentions cannot compensate for an execution that misses the mark. Audiences deserve high-quality material that reflects their knowledge, interests, and place within the sports community.
