Sky Sports Ditches TikTok Channel Over 'Unbelievably Sexist' Concerns After Just Three Days
In a swift and embarrassing U-turn, Sky Sports has shut down its female-targeted TikTok channel Halo just three days after its launch due to widespread criticism that it was patronising and "unbelievably sexist". The channel's initial post, aimed at attracting new young female fans, read like a saccharine marketing ploy, with hashtags like "hot girl walks" and references to pink and matcha.
The backlash was immediate and merciless. Critics accused the channel of dumbing down sports for women, creating a watered-down version that catered to stereotypes rather than genuinely engaging with female athletes. Social media comments tore into Halo's content, describing it as patronising, misogynistic, and embarrassing.
Despite initial backing from Sky Sports, the brand has since performed a dramatic 180-degree turn. A new post announced the channel's demise, stating that the intention was to create a space for young women but acknowledging that it "didn't get it right". The move has been welcomed by fans of women's sports, who see Halo as an example of brands trying to pander rather than genuinely engage.
The collapse of Halo is all the more surprising given its short lifespan – which lasted roughly the same amount of time as this weekend's international break in football. As one commenter noted, "Halo has passed away...RIP u will live on forever. can't believe it." The channel's demise serves as a cautionary tale for brands attempting to tap into younger audiences: do your research and engage authentically, or risk being mocked mercilessly online.
In a swift and embarrassing U-turn, Sky Sports has shut down its female-targeted TikTok channel Halo just three days after its launch due to widespread criticism that it was patronising and "unbelievably sexist". The channel's initial post, aimed at attracting new young female fans, read like a saccharine marketing ploy, with hashtags like "hot girl walks" and references to pink and matcha.
The backlash was immediate and merciless. Critics accused the channel of dumbing down sports for women, creating a watered-down version that catered to stereotypes rather than genuinely engaging with female athletes. Social media comments tore into Halo's content, describing it as patronising, misogynistic, and embarrassing.
Despite initial backing from Sky Sports, the brand has since performed a dramatic 180-degree turn. A new post announced the channel's demise, stating that the intention was to create a space for young women but acknowledging that it "didn't get it right". The move has been welcomed by fans of women's sports, who see Halo as an example of brands trying to pander rather than genuinely engage.
The collapse of Halo is all the more surprising given its short lifespan – which lasted roughly the same amount of time as this weekend's international break in football. As one commenter noted, "Halo has passed away...RIP u will live on forever. can't believe it." The channel's demise serves as a cautionary tale for brands attempting to tap into younger audiences: do your research and engage authentically, or risk being mocked mercilessly online.
i mean i'm all about empowering women in sports and all but seriously who comes up with this stuff? 
pink and matcha on tiktok of all places 
like isn't that just, you know, basic marketing or something? 
anyway guess sky sports learned their lesson hard 
now i'm kinda curious what other channels they're gonna come up with next... maybe one for elderly grandmas to watch the footy with? 
. Three days is hardly enough time to get "unbelievably sexist" content out there and have a complete overhaul 
. I think this was just another case of brands panicking and trying to save face 
. If Sky Sports really thought the channel was that bad, they should've been more transparent about their intentions and consulted with women's sports fans from the start 
. This whole thing feels like a PR disaster waiting to happen 
. Where are the sources on this supposed "backlash"? I need some actual evidence before I believe it 
. Sky Sports' swift U-turn on Halo's TikTok channel shows that sometimes you have to listen to criticism and not just try to pander to your audience. Brands should focus on genuinely engaging with their customers instead of trying to fit a mold or cater to stereotypes. It's all about being authentic and respectful, and it seems Sky Sports is finally taking steps in the right direction 
.
but at the same time I think it was a super important lesson for Sky Sports & other brands - we need to be more mindful of how our content affects ppl, esp women! 
They didn't mean to come across as sexist or patronising, but the execution was definitely off 
. It's a reminder that authenticity is key when trying to connect with new audiences