Sky Sports Ditches "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 described by the broadcaster 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 criticised the "little sister" account, which talked about "hot girl walks" and matcha in its content. In a statement posted on social media on Saturday night, the broadcaster said it "didn't get it right" and that it would be "stopping all activity" on the account. The statement acknowledged that the content posted on the channel did not align with the initial vision of creating a welcoming community for female fans. "We understand that our content did not meet the expectations of our audience, and for that, we are truly sorry," the statement read. Sky Sports had launched Halo with the aim of building a community for female fans through fun, trend-led, and relatable content. However, the channel's posts were met with criticism, with many arguing that they were "infantilising" and "reinforcing stereotypes." One post saw a clip of Manchester City players Rayan Cherki and Erling Haaland combining for the latter to score against Bournemouth, given the caption "How the matcha hot girl walk combo hits." The backlash against Halo was swift, with many calling for the channel to be scrapped. "It's just a rehashing of the same old stereotypes and tropes that we've seen before," said Emma, a 25-year-old sports fan who had been following the channel. "I was excited to see a platform that was dedicated to female fans, but the content just didn't live up to the hype." Sky Sports' decision to scrap Halo comes at a time when the sports industry is under increasing pressure to promote diversity and inclusion. The broadcaster had been praised for its efforts to increase the representation of women in sports, but the launch of Halo was seen as a step back. "It's disappointing to see a platform that was supposed to be about empowering women end up reinforcing the same old stereotypes," said Sarah, a sports journalist who had been following the channel. The current status of Halo is that it has been shut down, with all activity on the account ceased. Sky Sports has not announced any plans to relaunch the channel, but has promised to learn from the experience and do better in the future. "We appreciate the feedback we've received and will use it to inform our future content and initiatives," the statement read.