Sky Sports axes new TikTok channel ‘Halo’ after just three days following sexism backlash

Sky Sports has abruptly scrapped its new women-focused TikTok channel Halo just three days after launch, following widespread criticism that the project was patronising, stereotypical and “unbelievably sexist”.

A launch designed to “champion female athletes” — but instantly derailed

Halo was introduced last week as a fresh digital space aimed at young female sports fans, described by Sky as the “little sister” to its main brand. The broadcaster said the channel was created to celebrate “culture, community and connection” while shining a spotlight on women’s sport.

But the early videos — which leaned heavily on pink visuals, heart emojis and lifestyle tropes such as “hot girl walks”, matcha lattes and doll-like branding — triggered immediate backlash across TikTok and X. Critics said the aesthetic played into outdated stereotypes rather than reflecting how women actually watch and enjoy sport.

Making matters worse, more than half of the first videos focused on male athletes, despite Halo being pitched as a space centred on female sporting voices.

Sportswriter Molly McElwee called the concept “unbelievably sexist,” while others described it as “tone-deaf,” “a marketing misfire,” and “a step backwards for women’s sport.”

Facing growing criticism, Sky Sports pulled the plug on Saturday, issuing a statement acknowledging the backlash and confirming that all activity on the channel had stopped.

“Our intention for Halo was to create a space alongside our existing channel for new, young female fans. We’ve listened. We didn’t get it right. As a result we’re stopping all activity on this account.”
— Sky Sports spokesperson

The broadcaster added it remains committed to creating inclusive digital spaces but accepted Halo missed the mark.

All videos on the Halo TikTok page have since been removed.

Critics: “Women don’t need a pink version of sport”

Reaction from fans, journalists and athletes was swift and scathing:

• Journalist reaction: Several writers accused Sky of reducing women’s fandom to pastel branding and memes, rather than meaningful sports coverage. One analyst told The Guardian the channel reflected “a total misunderstanding of its audience.”
• Fan reaction: TikTok users described the channel as “embarrassing,” “condescending,” and “a marketing exec’s idea of girlhood, not sport.”
• Sports community: Commentators argued women’s sport deserves equal coverage — not a separate, infantilised brand identity.

Sports broadcaster and former Lioness Eni Aluko was among those criticising the direction, saying brands must be “authentic, not patronising” when engaging female fans.

Why Halo failed

Media analysts suggest the collapse came down to three key errors:

1. Misreading the audience — Women’s sports fans want expert analysis, athlete voices and authenticity, not gendered clichés.
2. Tone mismatch — Branding the channel as the “little sister” positioned it as lesser than Sky Sports’ main output.
3. Content inconsistency — Featuring male athletes in a female-focused space damaged early credibility.

The Verge described Halo’s approach as “confusing, infantilising and out of step with the cultural moment” — noting the women’s sport audience is more informed and engaged than ever.

What happens now for Sky Sports?

Sky says it will “learn” from the backlash and explore better ways to support women’s sport across its main platforms rather than through a standalone channel.

Industry analysts believe the corporation will now be cautious about launching gender-targeted brands without consulting fans and athletes first. Many argue the incident is a clear reminder that women’s sport does not need a separate, prettified version — it needs equal coverage, investment and respect.