Sky Sports Shuts Down Halo TikTok Channel Amid Backlash Over Sexist Content

Sky Sports has scrapped its new female-focused TikTok channel, Halo, after it faced a backlash online with its posts described as "patronising" and "sexist". The channel, which was only announced on Thursday, was stopped in its tracks after just three days, with the broadcaster saying it "didn't get it right" and that it would be "stopping all activity" on the account. According to a statement posted on social media on Saturday night, Sky Sports acknowledged the criticism, stating that the content on Halo did not meet the company's standards. "We understand that we didn't get it right, and we're stopping all activity on the Halo account," the statement read. "We appreciate the feedback and will use it to learn and improve." Sky Sports had launched Halo 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 criticized the channel's content, which included posts about "hot girl walks" and matcha. One post featured a clip of Manchester City players Rayan Cherki and Erling Haaland combining for the latter to score against Bournemouth, with the caption "How the matcha hot girl walk combo hits." Critics argued that the posts were "infantile" and "patronising," and that they did not live up to the channel's promise of being a welcoming community for female fans. "It's just a bunch of silly nonsense," said one Twitter user. "If they want to appeal to women, they need to do better than that." The launch of Halo was seen as an attempt by Sky Sports to tap into the growing market of female sports fans. According to a report by the Sports & Fitness Industry Association, the number of female sports fans in the UK has increased by 15% in the past five years. However, the backlash against Halo suggests that Sky Sports may have misjudged the tone and style of content that appeals to this demographic. The current status of Halo is unclear, but it appears that the channel will not be revived in its current form. Sky Sports has not announced any plans to relaunch the channel or to replace it with a new initiative. As for the future of the company's social media strategy, it remains to be seen how Sky Sports will adapt to the criticism and feedback it has received. In a statement, a Sky Sports spokesperson said, "We appreciate the feedback we've received and will use it to learn and improve. We're committed to providing high-quality content that meets the needs and expectations of our audience."