Overview
- Sky halted all activity on the Halo account and said “We’ve listened. We didn’t get it right,” confirming the short-lived brand has been dropped.
- Critics condemned the pastel, heart-filled aesthetic and trend-led captions as patronising, citing posts like “How the matcha + hot girl walk combo hits.”
- Reporting noted that nearly half of the first 11 videos featured male athletes despite the channel’s pitch to female fans, reinforcing complaints about execution.
- Head of social media Andy Gill defended the concept earlier, describing Halo as sports content “through a female lens” rather than a women’s sports feed.
- Sky says it remains committed to championing female athletes after the reversal, following an initial flurry of mixed reactions that turned decisively negative.