Sky Sports has decided to terminate its TikTok channel, Halo, due to public backlash over its perceived sexist content. The announcement came just days after the channel’s launch, which aimed to create a platform for female sports fans. The broadcaster acknowledged on social media that it “didn’t get it right” and would cease all activities related to the channel.
Backlash Over ‘Sexist’ Content
Halo was introduced as an “inclusive” space for women to engage with sports. However, many users criticized its content as “patronising” and “infantilising.” Critics took to social media to voice their disappointment, with one stating, “One step forwards, 50 years back.”
Content Criticism
The channel featured posts that included references to “hot girl walks” and other themes not typically associated with sports. Some of its posts included:
- A TikTok video titled “Explaining 2008 Crashgate in girl terms” that used pink text and emojis.
- A clip highlighting a goal by Erling Haaland, captioned “How the matcha + hot girl walk combo hits.”
These topics led to claims that Halo undermined the progress made in promoting women’s sports. GirlsontheBall, a prominent women’s football platform, expressed confusion over the channel’s approach, tweeting that it did not reflect the desires of female sports fans.
Responses from Sky Sports
Andy Gill, head of social media and audience development at Sky Sports, initially expressed enthusiasm for Halo’s debut. However, by Saturday night, the broadcaster was compelled to reconsider its strategy. Currently, most of the posts from the TikTok account have been removed, with only a brief statement remaining.
Sky’s official message stated, “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. We’re learning and remain as committed as ever to creating spaces where fans feel included and inspired.”
As of now, Sky Sports has not provided additional comments when approached by media outlets.