Sky Sports has been forced to ditch its female-targeted TikTok channel Halo three days after its launch, following criticism that it was patronising and \u201cunbelievably sexist\u201d.<\/p>\n
Halo, which was described as the \u201clil sis\u201d of Sky Sports by the broadcaster, launched on Thursday with a now-deleted post that read: \u201cWe\u2019re about ALL sports and championing female athletes. We\u2019re here for the culture, community and connection. We don\u2019t just watch sports \u2013 we live it.\u201d<\/p>\n
But the youth-focused content \u2013 which was littered with pink hearts, referencing \u201chot girl walks\u201d, matcha and Barbies \u2013 was greeted with instant derision. It was also noted that despite being aimed at women, five of the channel\u2019s first 11 videos featured male sports stars.<\/p>\n
Despite initially backing the channel, Sky Sports quickly performed a U-turn, sharing a post on X on Saturday that said: \u201cOur intention for Halo was to create a space alongside our existing channel for new, young, female fans.<\/p>\n
\u201cWe\u2019ve listened. We didn\u2019t get it right. As a result we\u2019re stopping all activity on this account. We\u2019re learning and remain as committed as ever to creating spaces where fans feel included and inspired.\u201d<\/p>\n
The women\u2019s football website GirlsontheBall<\/a> did not disguise its dismay at the content when Halo launched. \u201cThe branding (one day can we please be past the pink\/peach stage?!), the premise, the copy,\u201d the site posted on X. \u201cCan\u2019t imagine this is what women sports fans want and taking a brief look at the comments it seems like we\u2019re not alone.\u201d<\/p>\n